Cracker Barrel changed his logo. Then the visits fell

new York
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Customer visits to Cracker Barrel fell after an intense reaction to its change of logo and its proposed renovations, said the company during its results on Wednesday, and it expects a continuous decline in the coming months.

Traffic has fallen 8% since the chain initially changed its logo on August 19, said the company. If the trends continue, it expects a drop in traffic from 7% to 8% for the rest of the first quarter of its 2026 fiscal year.

The company said that it expects the profits for its first quarter, which began on August 1, “significantly lower” in the previous year due to the two Traffic and around $ 16 million in investment in advertising and marketing.

Cracker Barrel’s shares decreased by 3.16% on Wednesday and dropped by 9.58% after negotiation hours.

The old chain had recently removed the main parts of its recovery plan after the right -of -right. He abandoned his minimalist logo last month, then interrupted restaurant renovations last week.

The backlash started when Cracker Barrel deployed a new logo that got rid of its “old” figure and the barrel in August. He sent the stock to sink up to 12% in the middle of shaved buttresses by online right figures. Even the president jumped when the chain returned to his old logo.

“All your fans appreciate him very much. Good luck in the future. Earn a lot of money and, above all, make your customers happy again! ” Donald Trump posted on Truth Social.

The company’s gain report published on Wednesday does not include the impacts of the logo change saga. For the quarter ending on August 1, sales of store stores at the restaurant increased by 5.4%, while sales of retail shops dropped by 0.8%. It was his fifth quarter consecutive to the growing sales of restaurants with comparable stores, said the company.

CEO of Cracker Barrel, Julie Masino, said when calling the company that the company had adjusted its investment plan after the logo change.

“We are going ahead with a solid plan to find the traffic and the momentum we had a month ago. There are a lot to be optimistic, and our teams focus on returning to a positive trajectory,” said Masino.

Cracker Barrel intended to renovate his restaurant with a simpler arrangement, getting rid of some of the congestion, antiques and trinkets for which the chain was known. Cracker Barrel said he had finished four renovations from his 660 locations in total when he interrupted the effort.

“You have shared your voices in recent weeks not only on our logo, but also in our restaurants,” said the channel on X earlier in September. “If your restaurant has not been renovated, you don’t have to worry, this will not be the case.”

Cracker Barrel had wanted to attract new younger customers to avoid the fate of Red Lobster, Hooters and TGI Friday. Its older customers visited Cracker Barrel less often from the pandemic.

Its transformation plan of $ 700 million over three years until 2027 has shown signs of work. The plan included carrying out the maintenance and basic repairs of restaurants and improving technology – as well as 25 to 30 renovations per year. It also included updated menus and improvements in cooking operations.

Before the controversy, Cracker Barrel displayed four consecutive quarters of comparable sales growth.

“Our transformation plan works,” said Masino in June, adding later this month that people might like the restaurant’s renovations. “The immediate reaction of people to things is like” Oh, it’s not like that “, but they tend to come,” she said.

Nathaniel Meyersohn and Jordan Valinsky of CNN contributed to reports