Cracker Barrel Old Country Store (CBRL) shares surged as much as 8% on Wednesday after the company announced it would abandon its recently unveiled minimalist logo and return to its long-standing branding. The move came in response to a wave of customer backlash and public pressure, including a pointed message from President Trump urging the restaurant chain to restore its traditional design.
In a client note, Citi analyst Jon Tower said the uproar could have unexpected benefits for the company. “While the lasting impact on the business is unclear, this late August hubbub has drawn attention,” he wrote. Tower noted that while renewed visibility does not necessarily translate into sustainable sales growth or address the brand’s challenges in attracting younger consumers, it could “spark curiosity and visits near-term as consumers determine what all the ballyhoo was all about.” Tower added that Google searches for “Cracker Barrel” reached record highs over the past week, underscoring heightened public interest.
The controversy began when Cracker Barrel unveiled a stripped-down logo as part of its “All the More” marketing campaign, a wide-ranging effort that included refreshed menus and advertisements. But late Tuesday, the company reversed course, bringing back its iconic emblem featuring Uncle Herschel — known affectionately as the “Old Timer” — alongside the familiar barrel. “We thank our guests for sharing your voices and love for Cracker Barrel,” the company said in a statement to Yahoo Finance. “We said we would listen, and we have. Our new logo is going away and our ‘Old Timer’ will remain.”
The reversal is just one episode in a broader $700 million, three-year transformation plan launched under CEO Julie Felss Masino, who joined in 2023. Masino has acknowledged the journey won’t be linear, telling Yahoo Finance earlier this year: “We’re in the middle of a three-year transformation… it’s not gonna be a straight line.” The company has sought to modernize its look and operations, but it remains unclear whether the logo redesigns — now abandoned — will be part of that evolution.
Cracker Barrel has struggled to keep pace with rivals in the casual dining sector, including Chili’s parent Brinker International (EAT). In its most recent quarter, Cracker Barrel reported restaurant same-store sales growth of just 1%, far behind Chili’s 23.7%. Meanwhile, Cracker Barrel’s same-store retail sales fell 3.8% during the period. CFO Craig Pommells said at the time that the company remains focused on restoring profitable growth and rebuilding traffic.
Despite those challenges, Wednesday’s rally reflects optimism that the brand’s reversal — and the attention surrounding it — may provide a short-term lift. Investors will be looking to September’s Q4 earnings release for clearer evidence that Cracker Barrel’s turnaround efforts are beginning to resonate.
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