Cracker Barrel set to disclose financial results following $700M rebranding fiasco
Cracker Barrel, the beloved American restaurant chain known for its Southern comfort food, front-porch rocking chairs, and gift shop filled with knickknacks and old-fashioned sweets, has announced a significant change in its branding strategy.
The company's post stated that the new logo, which was unveiled in August and was interpreted by some as an attempt to appeal to the 'woke' movement, is being removed. Instead, the 'Old Timer' logo will remain. This decision comes less than a month after Cracker Barrel halted all alterations of its stores, following a backlash that resulted in a loss of over $140 million from the chain's market value.
The overhaul, which included changes like decluttered dining rooms, a revamped menu, and other updates aimed at updating a brand rooted in nostalgia, quickly backfired. Shares of Cracker Barrel are down over 7% year-to-date due to the logo controversy.
In a recent social media post, Cracker Barrel shared that they are going back to the things that made them popular in the first place. The chain has since removed modern decorations and restored 'old timer' signage following intense customer criticism.
This decision comes as Cracker Barrel is scheduled to report its quarterly earnings on Wednesday. However, no new details about the company's financial performance were given in the article.
President Donald Trump called on Cracker Barrel to return to its original logo and manage the company better in an Aug. 26 post on Truth Social. The name of the CEO of Cracker Barrel involved in the August 2025 controversy over the logo change and holding the position afterward is not explicitly mentioned in the available search results.
Cracker Barrel launched an ambitious overhaul of its 660-plus restaurants in May. Despite the setbacks, the company remains committed to providing customers with a unique dining experience that celebrates Southern hospitality and tradition.
