The $700 Million Backlash: 5 Major Changes Rocking Cracker Barrel In 2025

Cracker Barrel Old Country Store, Inc. (NASDAQ: CBRL), the iconic American restaurant and retail chain known for its unique blend of homestyle cooking and rustic gift shop, has experienced one of the most tumultuous years in its recent history. As of December 15, 2025, the company is grappling with the fallout from a massive public relations crisis that has overshadowed new menu launches and ambitious store remodel plans, directly impacting its financial outlook for the coming fiscal year.

The brand, a staple of roadside dining for decades, is currently navigating a complex strategic pivot. This includes a major, albeit now-scrapped, rebrand attempt that ignited widespread consumer backlash and even drew comments from high-profile political figures, forcing the company to project weaker sales and customer traffic in the immediate future. This article details the five most significant, up-to-the-minute developments shaping the future of Cracker Barrel.

Cracker Barrel Old Country Store, Inc. Profile & Latest Developments

Cracker Barrel Old Country Store, Inc. is a leading operator of company-owned restaurant and retail stores across the United States. Founded in 1969 by Dan Evins, the company quickly established a unique model combining a full-service restaurant serving traditional Southern comfort food with a distinctive gift shop known as the "Old Country Store."

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• Company Name: Cracker Barrel Old Country Store, Inc.
• Ticker Symbol: CBRL (NASDAQ)
• Headquarters: Lebanon, Tennessee
• Founded: September 1969 (in Lebanon, Tennessee)
• Founder: Dan Evins
• Business Model: Full-service restaurant and gift shop (Old Country Store) concept.
• CEO: (Current leadership is reinforcing focus on food and guest experience as of October 2025)
• Recent Store Development (Fiscal 2025): Opened one new store (including a location in Denver, Colorado in April 2025) and closed two stores. Plans to open two new stores in Fiscal 2026.
• Remodel Initiative: Planning to remodel 25–30 restaurants by the end of Fiscal 2025.

1. The Scrapped Rebrand and Logo Controversy of 2025

The single most defining event for Cracker Barrel in 2025 was the intense backlash surrounding its planned corporate rebrand and logo change. The overhaul, which was part of a nearly $700 million strategic initiative, was intended to modernize the brand's image.

The proposed new design met with immediate and widespread criticism from long-time customers and investors, who felt the change stripped away the company's nostalgic, "Old Country Store" identity. The uproar was so significant that it became a national news story, with President Donald Trump publicly urging the company to revert to its original logo.

Following the massive public pressure and a wave of negative sentiment, Cracker Barrel announced it was backtracking on the rebrand. The financial impact of this controversy is significant, with the company forecasting an approximate 8% drop in customer traffic for the first quarter of fiscal 2026 (August through October 2025), leading to expectations of weaker sales.

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2. Financial Headwinds and Fiscal 2026 Outlook

The brand's financial reports in 2025 reflected a challenging economic environment compounded by the rebrand fallout. While the company reported its first quarter fiscal 2026 results in December 2025, showing revenues of $797.19 million, this figure missed Wall Street expectations.

Earlier in the year, Cracker Barrel's Q3 fiscal 2025 results showed a 5.7% year-on-year sales decline. Despite this, the company has maintained its guidance for total revenue of $3.45 billion to $3.50 billion for the full fiscal year. The current focus is on reinforcing the core strengths of the business—the food and the guest experience—to mitigate the negative effects of the controversy.

The company is betting on its store remodel initiative, with 25 to 30 restaurants scheduled for a refresh by the end of 2025, to boost in-store experience and traffic.

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3. New and Returning Favorites on the 2025 Menu

Despite the corporate drama, Cracker Barrel continues to innovate and refresh its menu, a core component of its appeal. The company has rolled out several new and limited-time offerings throughout 2025, catering to both traditionalists and those seeking new flavors in their homestyle cooking experience.

The Spring 2025 additions included new sweet and savory options. The Fall 2025 menu brought back fan favorites and introduced new fried chicken choices. However, the most buzzworthy additions were part of the limited-time 2025 Holiday Menu, expanding beyond the classic Southern staples like the *Old Timer's Breakfast* and the beloved *Hashbrown Casserole*.

Key 2025 Menu Entities:

• Unexpected Entrees: The holiday menu featured surprising items like *Creole Catfish* and a unique *Breakfast Burger*, showing a willingness to experiment with regional and fusion flavors.
• Sweet Treats: A new *Butter Pecan* dessert option was highlighted as a must-try item on the 2025 holiday lineup.
• All-Day Breakfast Powerhouses: Signature breakfast items remain the cornerstone, including *Buttermilk Pancakes*, *Grandma's Sampler*, and *Southern Fried Chicken*.
• Prized Sides: The legendary *Hashbrown Casserole* continues to be the most sought-after side dish, with numerous online communities dedicated to finding the perfect *copycat recipes*.

4. The Enduring Appeal of the Old Country Store and Retail Focus

A major differentiating factor for Cracker Barrel is its integrated retail experience. The *Old Country Store* is not just a waiting area; it is a full-fledged retail operation that contributes a significant portion of the company's revenue. Customers can browse unique gifts and seasonal collections before or after their meal, often while sitting on the famous front porch *rocking chairs*.

The retail strategy remains strong, with a focus on seasonal and nostalgic items. For the 2025 holiday season, the store showcased new *Whimsical Christmas Decor 2025*, along with traditional categories like *Toys & Games*, *Home & Furniture*, *Food & Candy*, and *Clothing & Accessories*.

This dual-concept approach—combining *Grilled Catfish* or *Campfire Beef* with a chance to shop for *Personal Care* products or *Ornaments*—is what gives Cracker Barrel its unique identity and topical authority in the casual dining market.

5. Operational Focus: From Curbside to Kitchen

In 2025, the company reinforced its commitment to the quality of its *homestyle cooking* and the overall *guest experience*. This operational focus is a direct response to the recent challenges and a push to remind customers of the brand's core value proposition.

Key operational improvements include:

• Food Sourcing: The company emphasizes that it sources its pork, poultry, dairy, and egg products, along with 98.7% of its beef, domestically from suppliers who meet or exceed its standards.
• Convenience: Cracker Barrel has continued to leverage modern conveniences, offering menu items for *curbside pickup* and *delivery*, catering to the changing habits of the American diner.
• Remodels: The 25-30 store remodels are intended to improve the in-store flow, update kitchen equipment, and enhance the overall ambiance, ensuring the physical environment aligns with the quality of the *Maple Bacon Grilled Chicken* and other menu favorites.

The journey through 2025 has been a dramatic one for Cracker Barrel. While the rebrand controversy was a costly misstep, the company's immediate pivot back to focusing on its core strengths—classic *Southern Fried Chicken*, a unique retail environment, and a commitment to *Food with Care*—is a clear strategy to stabilize its position and regain the trust of its loyal customer base.