New York
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Customer visits to Cracker Barrel fell after intense backlash to its proposed brand change and renovations, the corporate mentioned in its earnings name Wednesday, and it expects a continued decline within the coming months.
Traffic has fallen 8% because the chain initially changed its brand on August 19, the corporate mentioned. If tendencies proceed, it expects a visitors decline of seven% to eight% for the remainder of the primary quarter of its 2026 monetary yr.
The old-timey chain had lately scrapped main components of its turnaround plan after right-wing backlash. The adjustments have been bashed on social media, together with by President Donald Trump. It dropped its minimalist logo final month, after which halted restaurant remodels final week.
Cracker Barrel had plans to remodel its restaurant with a less complicated format, eliminating among the muddle, antiques and knickknacks the chain was recognized for. Cracker Barrel mentioned it had solely accomplished 4 remodels out of its 660 complete areas by the point it paused the hassle.
“You’ve shared your voices in recent weeks not just on our logo, but also on our restaurants,” the chain said on X earlier in September. “If your restaurant hasn’t been remodeled, you don’t need to worry, it won’t be.”
The backlash began when Cracker Barrel rolled out a brand new brand that removed its “old-timer” determine and the barrel in August.
This is a growing story and might be up to date.