Cracker Barrel(US:CBRL) Fastcompanyยท2025-09-18 12:05Core Insights - Cracker Barrel's recent rebranding has led to significant backlash, impacting customer traffic and financial forecasts [5][9][10] - The company reported $868 million in revenue for the quarter ending August 1, exceeding revenue estimates but falling short on earnings per share [7] - Following the controversy, Cracker Barrel plans to revert to its previous logo and implement a new customer feedback initiative [12][13] Financial Performance - Revenue for the quarter was $868 million, surpassing estimates of $855 million, while same-store restaurant sales increased by 5.4% year-over-year [7] - The company has revised its fiscal year 2026 revenue forecast from $3.5 billion to $3.45 billion, anticipating a 7% decline in store traffic [5] Customer Demographics - The over-55 customer base has remained stable, but there has been a decline in younger customer traffic, particularly in the Southeast [7] Market Reaction - Shares of Cracker Barrel fell approximately 7.6% in premarket trading following the earnings report [8] Rebranding Controversy - The rebranding effort, which included a $700 million marketing overhaul, faced criticism from traditionalists and was perceived as "woke" and "soulless" [9][10] - The backlash included public commentary from political figures, including former President Trump, who suggested the company revert to its old branding [11] Strategic Response - In response to customer feedback, Cracker Barrel has decided to restore its 1977 logo and focus on nostalgia-driven marketing initiatives [12][13]