Founder of XX-xy Athletics Jennifer Sey analyzes why customers have rejected the field to change the logo of the restaurant chain on ‘The Evening Edit’.
Cracker Barrel released the win results of the fourth quarter on Wednesday, but much of the attention that focused on the rapid reversal of the restaurant chain of his controversial redesign of the logo that went online viral.
The company – located from Lebanon, Tennessee – reported the total turnover of $ 868 million, a decrease of 2.9% compared to the same quarter last year. The company also said that traffic has fallen by 8% since the August rollout of his simplified, only text logo. Shares fell nearly 10% on Wednesday after hours.
With the win, President and CEO Julie Masino recognized that Cracker Barrel had underestimated the deep connection customers to the nostalgic images of the company.
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“We want old fans and new guests to experience the full story of the people, places and food that make Cracker Barrel so special,” Masino told investors. “That is why our team turned quickly to switch back to our old-timer logo and has already started performing new marketing, advertising and social media initiatives that lean in Uncle Herschel and the nostalgia around the brand.”
A Cracker Barrel Restaurant in Sterling, Virginia, on August 26, 2025. (Al Drago / Bloomberg via Getty Images / Getty images)
In addition to the reversal of the logo, Masino noted that Cracker Barrel started converting his four modernized test stores back to traditional interior. Cracker Barrel revealed earlier this month that only four of the 660 restaurants have undergone renovations and confirmed that the project will not continue. The updated design replaced the characteristic Americana device of the brand with a sleek, minimalist look.
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“The feedback that we have received from our guests in recent weeks on our brand renewal and store innovations has shown us how deep people care about Cracker Vat,” said Masino, adding that new marketing will lean on Uncle Herschel and the brand’s nostalgia. “We thank our guests for sharing their voices and love for the brand and telling us when we stepped wrong.”
Masino argued, however, that the chain, who has 70,000 employees, has not kept pace because consumer habits – when it comes to food, travel and technology – has changed dramatically over the past decade.
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“We deeply appreciate the strong emotional connection that our guests have, not only for the old-timer logo or vintage Americana decor, but for the feeling of tradition and nostalgia that represent,” she said. “That connection is powerful, and we acknowledge that there are other areas where we must continue to improve, especially in our food and overall guest experience. Fortunately, they were already part of our multi-year plan and we continue with a renewed focus on both.”
Masino also emphasized various clear places in the quarter, including the return of “Uncle Herschel’s Breakfast”, the rollout of a new service model that is known as “The Herschel Way”, and constantly momentum in his loyalty program, which has added 300,000 members for the past four weeks.
“There is a lot to be optimistic about, and our teams are aimed at returning to a positive process,” she said.
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In August, Cracker Barrel introduced a redesigned logo that removed the statue from an old-timer that leaned against a wooden loop a symbol of the southern charm and hospitality of the chain for more than five decades. The move was seen by some as a nod to the modern “awake” culture. The rollout caused a rapid return and knew more than $ 140 million in market value at the height of the controversy.
