"The company projected a 4 to 7% decline in same-store traffic in its new fiscal year, which started Aug. 2, a few weeks before the controversy began. The company predicted overall revenue of $3.35 billion to $3.45 billion for the 2026 fiscal year, which would be down from the previous showing of $3.48 billion. The declines so far have been particularly bad in the Southeast, CFO Craig Pommells said on an earnings call."
""The core elements that people expect from Cracker Barrel are there today, and they will always be there," Masino said on the earnings call, including "rocking chairs on the front porch, vintage Americana decor and antiques pulled straight from our warehouse in Tennessee, peg games, fireplaces and our unique retail shop." Masino added that the company "has already begun executing new marketing, advertising and social media initiatives, leaning into Uncle Hershel and the nostalgia around the brand.""
Same-store traffic at Cracker Barrel declined 8% since an attempted logo change in August. The company projected a 4 to 7% decline in same-store traffic in its new fiscal year, which began Aug. 2, and forecasted revenue of $3.35 billion to $3.45 billion for fiscal 2026, down from $3.48 billion. Declines have been particularly bad in the Southeast, CFO Craig Pommells said. The stock fell 9.3% in after-hours trading to $44.99. CEO Julie Masino confirmed abandoning the rebranding and said the company will double down on the "Uncle Herschel"/"Old Timer" image, restore old-fashioned looks to remodeled restaurants, and execute nostalgia-focused marketing and social initiatives.
Read at Axios
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