Cracker Barrel Visits Slumped 10% After Logo Change: Can The Damage Be Undone?

Core Insights - Cracker Barrel's logo change has led to a significant decline in store traffic, which is expected to negatively impact the upcoming quarterly earnings report [1][2][3] Financial Performance - In the fourth quarter, Cracker Barrel reported a revenue increase of 4.4% year-over-year and comparable restaurant sales up 5.8% year-over-year, surpassing analyst expectations [2] - However, the logo change and its associated backlash occurred in mid-August, which will be reflected in the first-quarter financial results [2] Visitor Traffic Analysis - Data from Placer.ai indicates a 5.3% decline in visits during the week of August 25-31, following the logo change on August 19 [3] - Visitor traffic continued to decline, with year-over-year traffic dropping by double digits for several weeks after the logo change [3] - The last week of September showed a modest improvement, with visits down 7.2%, recovering from three consecutive weeks of 10% declines [4] Monthly Traffic Trends - September saw a 12.1% year-over-year decline in visits, following a nearly flat August with a 0.1% decrease [5] - Prior to the logo change, Cracker Barrel experienced visit declines in six of the seven months leading up to August, including a 10.9% decline in February and a 7.9% decline in March [6] Stock Performance - Cracker Barrel shares were trading at $42.70, down 19.30% year-to-date in 2025, with a 52-week trading range of $33.85 to $71.93 [9]