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Cracker Barrel stock falls as company reports mixed earnings after rebrand controversy

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Cracker Barrel stock falls as company reports mixed earnings after rebrand controversy


In an aerial view, a Cracker Barrel sign featuring the old logo hangs on a sign outside of a restaurant on Aug. 27, 2025 in Florida City, Florida.

Joe Raedle | Getty Images

Cracker Barrel Old Country Store said Wednesday the restaurant chain is focusing on enhancing its experiences for guests after it faced intense backlash over an attempted rebrand earlier this summer.

The company reported mixed fiscal fourth-quarter earnings Wednesday afternoon, and CEO Julie Masino said the company is “optimistic” about its future as it heads into next year.

The stock sank roughly 10% in after hours trading.

Here’s how the company performed compared with what Wall Street was expecting, based on a survey of analysts by LSEG:

  • Earnings per share: 74 cents vs. 80 cents expected
  • Revenue: $868 million vs. $855 million expected

Masino said Cracker Barrel was grateful for customers voicing their “passion for Cracker Barrel in recent weeks” and that the company is now switching its focus.

“We conducted extensive research to inform our strategic plan, but what cannot be captured in data is how much our guests see themselves and their own story in the Cracker Barrel experience, which is what’s led to such a strong response to these changes,” Masino said on a call with analysts Wednesday.

The company is now focusing on innovating in the kitchen and “areas that enhance the guest experience,” Masino said, with the team aiming to return to a “positive trajectory.”

Still, Cracker Barrel said it expects total revenue for fiscal 2026 of $3.35 billion to $3.45 billion, compared with the $3.52 billion analysts expected, and a same-store traffic decline of 4% to 7%.

The company faced backlash last month after it announced a complete rebrand, including a redesign of its logo and a remodeling of its restaurants.

The new logo scrapped the image of a man sitting on a wooden chair leaning against a barrel, instead moving to a simpler black-and-yellow logo featuring only “Cracker Barrel,” without the “Old Country Store.” It had been the company’s latest move in a “strategic transformation” announced in May 2024 to reenergize the brand.

The restaurants were also scheduled to undergo remodeling to align with the new vision.

But the rebrand came under intense scrutiny. Users on social media called it “soulless” and “generic,” and conservatives took to X to argue that the logo change was an attempt to remove the American identity of the brand to cater to diversity, equity and inclusion efforts. The stock sank in the wake of the changes.

Cracker Barrel’s old and new logo.

Courtesy: Cracker Barrel

Cracker Barrel responded to the criticism, saying that the company could have “done a better job sharing who we are and who we’ll always be.” The chain said the man from the original logo, Uncle Herschel, would still be featured on the menu and part of the Cracker Barrel “family.”

President Donald Trump even weighed in on the situation, saying that Cracker Barrel “should go back to the old logo, admit a mistake based on customer response (the ultimate Poll) and manage the company better than ever before.”

The same day, the company announced a stunning reversal, shutting down the rebrand and retaining its original branding.

“We thank our guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have. Our new logo is going away and our ‘Old Timer’ will remain,” the company said in a statement.

Masino said on the Wednesday call that four locations with the modern designs are already being reverted to the traditional “Old Timer” signage.

“That’s why our team pivoted quickly to switch back to our ‘Old Timer’ logo and has already begun executing new marketing, advertising and social media initiatives leaning into Uncle Herschel and the nostalgia around the brand with more to come,” Masino said on the Wednesday call.

She added that the company is launching “Front Porch Feedback” on Thursday to build on what Cracker Barrel has received over recent weeks. The new tool will allow reward members to comment directly to team members after every visit, Masino said.

The company also announced it was suspending all of its restaurant remodels.

Shares of the company rose after the reversal, mostly restoring its losses. Since its first announcement, Cracker Barrel lost and regained almost $100 million in market value.

“Cracker Barrel is not just an old country store or a restaurant,” Masino said. “It’s the front porch of America, and we take that very seriously.”



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Mortgages and AI to be added to the curriculum in English schools

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Mortgages and AI to be added to the curriculum in English schools


Getty Images Profile of a teenage girl with long hair in school uniform in a classroom looking closely at a computer screen. Fellow students sit either side of her.Getty Images

Children will be taught how to budget and how mortgages work as the government seeks to modernise the national curriculum in England’s schools.

They will also be taught how to spot fake news and disinformation, including AI-generated content, following the first review of what is taught in schools in over a decade.

Education Secretary Bridget Phillipson said the government wanted to “revitalise” the curriculum but keep a “firm foundation” in basics like English, maths and reading.

Head teachers said the review’s recommendations were “sensible” but would require “sufficient funding and teachers”.

The government commissioned a review of the national curriculum and assessments in England last year, in the hope of developing a “cutting edge” curriculum that would narrow attainment gaps between the most disadvantaged students and their classmates.

It said it would take up most of the review’s recommendations, including scrapping the English Baccalaureate (EBacc), a progress measure for schools introduced in 2010.

It assesses schools based on how many pupils take English, maths, sciences, geography or history and a language – and how well they do.

The Department for Education (DfE) said the EBacc was “constraining”, and that removing it alongside reforms to another school ranking system, Progress 8, would “encourage students to study a greater breadth of GCSE subjects”, like arts.

The former Conservative schools minister, Nick Gibb, said the decision to scrap the EBacc would “lead to a precipitous decline in the study of foreign languages”, which he said would become increasingly centred on private schools and “children of middle class parents who can afford tutors”.

Other reforms coming as a result of the curriculum review include:

  • Financial literacy being taught in maths classes, or compulsory citizenship lessons in primary schools
  • More focus on spotting misinformation and disinformation – including exploring a new post-16 qualification in data science and AI
  • Cutting time spent on GCSE exams by up to three hours for each student on average
  • Ensuring all children can take three science GCSEs
  • More content on climate change
  • Better representation of diversity

The review also recommended giving oracy the same status in the curriculum as reading and writing, which the charity Voice 21 said was a “vital step forward” for teaching children valuable speaking, listening, and communication skills.

However, the government is not taking up all of the review’s recommendations.

It is pushing ahead with the reading tests for Year 8 pupils reported in September, whereas the review recommended compulsory English and maths tests for that year group.

Asked why she stopped short of taking up the review’s recommendation, Phillipson told the BBC that pupils who are unable to read “fluently and confidently” often struggle in other subjects.

And she addressed the claims that scrapping the EBacc could lead to fewer pupils taking history, geography and languages at GCSE, saying the measure “hasn’t led to improved outcomes” or “improvement in language study”.

“I want young people to have a good range of options, including subjects like art and music and sport. And I know that’s what parents want as well,” she said.

She said ministers recognised “the need to implement this carefully, thoroughly and with good notice”, adding that schools would have four terms of notice before being expected to teach the new curriculum.

Prof Becky Francis, who chaired the review, said her panel of experts and the government had both identified a “problem” pupils experience during the first years of secondary school.

“When young people progress from primary into secondary school, typically this is a time when their learning can start falling behind, and that’s particularly the case for kids from socially disadvantaged backgrounds,” she told the BBC.

Becky Francis is seated at a table in a classroom wearing a dark textured jacket and a patterned scarf. The room has white walls, large windows letting in natural light, and posters with educational content on the wall. There are red plastic chairs with holes in the seat arranged around white tables.

Professor Becky Francis led the curriculum and assessment review

She said the approach to the review was “evolution not revolution”, with England’s pupils already performing relatively well against international averages.

She said the call for more representation of diversity in the curriculum was not about “getting rid of core foundational texts and things that are really central to our culture”, but was more about “recognising where, both as a nation but also globally, there’s been diverse contribution to science and cultural progress”.

Shadow Education Secretary Laura Trott said the changes “leave children with a weaker understanding of our national story and hide standards slipping in schools”.

“Education vandalism will be the lasting legacy of the prime minister and Bridget Phillipson,” she added.

Pepe Di’Iasio, general secretary of the Association of School and College Leaders, said the review had proposed “a sensible, evidence-based set of reforms”.

But he said delivering a “great curriculum” also required “sufficient funding and teachers”, adding that schools and colleges did not currently have all the resources they need.

He said a set of “enrichment benchmarks” – which the government said would offer pupils access to civic engagement, arts and culture, nature and adventure, sport, and life skills – had been announced “randomly” and “added to the many expectations over which schools are judged”.

Additional reporting by Hope Rhodes



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Investors take profit after two days of gains | The Express Tribune

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Investors take profit after two days of gains | The Express Tribune


Benchmark KSE-100 index closes up 30 points at 36,265.12. PHOTO: AFP/FILE


KARACHI:

The Pakistan Stock Exchange (PSX) on Tuesday reversed course after two days of notable gains as investors resorted to profit-booking at higher valuations, pulling the benchmark KSE-100 index down by over 1,500 points.

The market’s downturn was primarily triggered by selling in blue-chip shares from fertiliser, energy, banking and technology sectors. The battle for control between bulls and bears continued for almost throughout the day and eventually the latter prevailed.

In the morning, the market got off to a positive start, when it hit the intra-day high of 163,385 points. It remained in the black for only a brief period and dropped quickly. Following continuous fluctuations, the index reached its intra-day low of 161,159 more than an hour before the end of trading.

At close, the KSE-100 index registered a significant fall of 1,521.39 points, or 0.93%, and settled at 161,281.77.

In its review, Topline Securities said bears returned to the stock market as investors booked profits after a two-day rally. “The local bourse witnessed renewed bearish sentiment where investors opted for profit-taking. The KSE-100 index remained under pressure for most of the day, touching the intra-day low of 1,643 points before settling at 161,282, down 1,521 points (0.93%),” it said.

Blue-chip counters including Engro, Mari Petroleum, Bank AL Habib, MCB Bank and TRG Pakistan led the decline, which collectively eroded 543 points from the benchmark index.

Despite the negative close, the overall market activity stayed vibrant, with trading volumes rising to 899 million shares and traded value reaching Rs37 billion, Topline added.

Arif Habib Limited (AHL) reported that Tuesday saw a consolidation phase following two sessions of strong gains. On the KSE-100 index, 17 shares rose while 81 fell with Fauji Fertiliser Company (+1.77%), Pakistan Services (+9.62%) and DH Partners (+10%) contributing the most to index gains. Engro Holdings (-1.6%), Mari Petroleum (-2.06%) and Bank AL Habib (-2.32%) were the biggest index drags, it said.

AHL pointed out that Finance Minister Muhammad Aurangzeb in a virtual speech at the Pakistan International Maritime Expo & Conference said that seafood exports could cross $2 billion in the next three to four years compared to the current exports of $500 million.

Among corporate news, Fauji Cement (-1.75%) and Kapco (-1.44%) will jointly acquire 84.06% of the total issued and paid-up capital of Attock Cement. “The upside is anticipated to resume from the current support zone, which is 160-162k,” AHL remarked.

Overall trading volumes decreased to 899.4 million shares compared with the previous tally of 949.4 million. The traded value of shares stood at Rs37.3 billion.

Shares of 479 companies were traded on the ready market, out of which 133 closed higher, 314 declined and 32 remained unchanged.

WorldCall Telecom led the volumes chart with trading in 78.9 million shares, losing Rs0.04 to close at Rs1.81. It was followed by Telecard Limited with 76.9 million shares, rising Rs0.81 to close at Rs12.68 and K-Electric with 71.6 million shares, gaining Rs0.23 to close at Rs5.52. Foreign investors were sellers of shares worth Rs717.8 million, according to NCCPL.



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Former shop worker has ‘nightmares’ over abuse at work

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Former shop worker has ‘nightmares’ over abuse at work



A former retail worker from Dundee backs a campaign asking shoppers to treat staff with respect.



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