Cracker Barrel says traffic is down, but loyalty signups are up since rebranding controversy

Core Insights - Cracker Barrel reported a 5.4% same-store sales growth despite a 2.9% revenue decline for its fourth quarter, reflecting performance before facing public scrutiny due to a logo change controversy [1] - The company has reverted to its "Old Timer" logo and halted plans for minimalist store designs in response to customer feedback [2] - Traffic has declined approximately 8% over the past month, with potential annual traffic declines estimated at 4 to 7% if the trend continues [3] Company Response - CEO Julie Masino emphasized the importance of customer feedback and the brand's identity as "the front porch of America," acknowledging the deep care customers have for Cracker Barrel [3] - The company plans to return its four renovated stores to their original designs and will leverage insights from test locations for future improvements [4] - Marketing campaigns will focus on nostalgia, featuring "Uncle Herschel," to reconnect with customers [4] Future Outlook - The company is optimistic about regaining traffic and momentum, leveraging elements of its multi-year plan while deepening connections with guests [5] - Loyalty program signups have exceeded expectations, with an increase of three million members over the past year [3]