Cracker Barrel to report earnings for the first time since $700M rebrand failure

Core Viewpoint - Cracker Barrel is facing significant challenges following a controversial rebranding effort that has impacted its market value and customer perception [1][2][5]. Group 1: Rebranding and Market Impact - The company recently introduced a new logo, moving away from its traditional "Uncle Herschel" image, which has been associated with its brand for 56 years [1]. - This logo change led to a backlash, resulting in a loss of over $140 million in market value and a share price decline of over 7% year-to-date [2]. - The backlash was so severe that even former President Donald Trump publicly urged the company to revert to its old logo, suggesting that they could turn the situation into a positive opportunity [5]. Group 2: Customer Response and Company Actions - In response to customer criticism, Cracker Barrel announced the removal of the new logo and reinstated its traditional branding, stating they would listen to their guests [6]. - The company had previously launched an ambitious overhaul of its 660-plus restaurants, which included changes to dining room decor and menu items, but these efforts quickly backfired [7]. - Following the backlash, Cracker Barrel decided to halt all alterations to its stores, emphasizing a return to the elements that originally endeared the brand to its customers [10].