Cracker Barrel saw a massive drop in customers and warns more is coming after failed logo redesign
Cracker Barrel reveals costs of disastrous rebrand
- Cracker Barrel reported a significant drop in customer traffic and share value following a controversial logo redesign introduced on 19 August.
- The rebrand, which removed the 'Uncle Herschel' character, faced widespread criticism, including from Donald Trump, who urged the company to revert to its original logo.
- Following the backlash, the Tennessee-based restaurant chain reinstated its old logo and decor, with CEO Julie Masino acknowledging customer feedback.
- An earnings report predicted a further decline in in-store traffic of 4 to 7 per cent for the full 2026 fiscal year and reported reduced profits for the quarter ending 1 August ($6.8 million - before the redesign was announced - down from the $18.1 million posted from the same period last year.)
- Cracker Barrel has paused its $600 million restaurant remodelling project and is now focusing on a new marketing strategy that emphasizes nostalgia and the 'Uncle Hershel' brand.