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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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Elon Musk said control of OpenAI should go to his children, Sam Altman tells jury

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Elon Musk said control of OpenAI should go to his children, Sam Altman tells jury



Sam Altman said Elon Musk tried many times for total control of OpenAI, which he’s now suing.



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United Airlines flight attendants ratify new contract with 31% raises this summer

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United Airlines flight attendants ratify new contract with 31% raises this summer


A United Airlines plane approaches the runway at Denver International Airport on March 23, 2026.

Al Drago | Getty Images

United Airlines flight attendants approved a new five-year labor contract with 31% average raises to base pay by August and other improvements, marking the last of the major carriers with unionized flight crews to reach a deal post-Covid.

The labor deal would give United’s roughly 30,000 flight attendants their first raises in close to six years. The company and the flight attendants’ union reached a preliminary deal in March. Crews had rejected a contract last year.

The union said the contract won 82% approval from the flight attendants, with close to 90% of them voting.

“The contract will immediately change the lives of United Flight Attendants, especially our thousands of new hires who have been hired since the pandemic,” said Ken Diaz, president of the United chapter of the Association of Flight Attendants.

The contract also includes boarding pay, or pay for when the aircraft’s door is open and travelers are getting on. Airlines had for years started flight attendants’ pay clock once the boarding door was closed.

The contract comes with a roughly 7% to 8% increase in compensation and $741 million in back pay, as well as quality-of-life improvements like restrictions on red-eye flights and “sit pay” during disruptions of more than 2½ hours.

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Pound wobbles and bonds suffer as Starmer battles on

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Pound wobbles and bonds suffer as Starmer battles on



Stocks struggled on Tuesday, although blue chips proved resilient, amid a triple whammy of domestic political strife, surging US inflation and a lack of progress in the Middle East.

The FTSE 100 closed down just 4.11 points at 10,265.32. The FTSE 250 ended down 341.66 points, 1.5%, at 22,466.20, and the AIM All-Share fell 11.75 points, 1.4%, at 810.66.

The pound fell to 1.3505 dollars on Tuesday afternoon from 1.3651 dollars on Monday. Against the euro, sterling was lower at 1.1517 euros from 1.1584 euros on Monday.

The yield on UK 10-year gilts traded at 5.10%, up from 5.01% the day before.

Prime Minister Sir Keir Starmer defied calls for him to quit, despite a growing number of Labour MPs demanding that he steps aside.

“The Labour Party has a process for challenging a leader and that has not been triggered,” Sir Keir told ministers during crunch talks over his future, as no one person has stepped forward to challenge him yet.

“The country expects us to get on with governing. That is what I am doing and what we must do as a Cabinet,” he added.

More than 80 of Labour’s 403 MPs have now called for Sir Keir to quit immediately, or to set out a timetable for his resignation, including some ministers.

Banks sold off, amid reports of a possible windfall tax on the sector should there be a change at the top of the Government.

“Banks narrowly avoided a higher tax rate at the last budget, but our base case now assumes the UK banking surcharge to increase from 3% to 5%,” said the banking team at JPMorgan.

NatWest fell 3.2%, Lloyds Banking Group dipped 4.4% and Barclays declined 3.6%.

Meanwhile, the surging bond yields weighed on interest rate-sensitive housebuilders, with Barratt Redrow down 4.1% and Taylor Wimpey 2.4% lower.

Adding to the uncertain mood was another spike in the oil price as the impasse in the Middle East carried on.

Iran’s chief negotiator said on Tuesday that Washington must accept Tehran’s latest peace plan or face failure, after US President Donald Trump warned a truce was on the brink of collapse.

“Relations between Washington and Tehran appear to be more strained than at any time since the original ceasefire was announced just over a month ago,” observed David Morrison at Trade Nation, suggesting that hostilities could “resume at any time”.

Brent crude for July delivery was trading at 108.07 dollars a barrel on Tuesday, up compared with 103.70 dollars at the time of the equities close in London on Monday.

In Europe on Tuesday, the CAC 40 in Paris ended down 1.0%, and the DAX 40 in Frankfurt declined 1.6%.

In New York, the Dow Jones Industrial Average was down 0.5%, the S&P 500 fell 1.0% while the Nasdaq Composite was 1.7% lower.

The yield on the US 10-year Treasury widened to 4.46% on Tuesday from 4.39% on Friday. The yield on the US 30-year Treasury stretched to 5.02% from 4.97%.

The impact of the Iran war was reflected in soaring US inflation figures for April.

Annual CPI inflation sped up to 3.8% in April from 3.3% in March, above FXStreet-cited expectations of a 3.7% rise.

Monthly, energy costs were up 5.6% in April after a 21.3% jump in March.

Excluding food and energy costs, core CPI was up 2.8% year-on-year in April, up from 2.6% in March and higher than an expected 2.7%.

Analysts explained that much of the upside in core inflation came from a spike in shelter costs.

TD Economics said the numbers reinforce why the Fed needs to remain “patient”.

“Even assuming a ‘more normal’ reading on shelter prices last month, core inflation would’ve still firmed relative to March. With secondary price effects from higher energy prices likely to intensify in the months ahead, we’re likely to see core measures of inflation drift a bit higher and hover around 3% through year-end,” the broker said.

While Bank of America said the latest increase means inflation is getting “very uncomfortable” for the Fed.

Following the data, Fed futures now place a 60% probability of a rate hike by March next year.

The euro traded slightly lower against the greenback, at 1.1729 dollars on Tuesday from 1.1782 dollars on Monday. Against the yen, the dollar was trading at 157.73 yen, higher than 157.01 yen.

Back in London, Vodafone fell back 7.0% after mixed full-year results with adjusted earnings short of hopes but adjusted cash flow ahead.

“In the stock market it’s often said that it’s better to travel than arrive, hence why shares in Vodafone dipped on robust-looking full-year results after a strong rally in the past 12 months,” said Dan Coatsworth, head of markets at AJ Bell.

Vodafone shares have risen 60% in the last 12 months.

Intertek led the risers, up 6.4%, as it said it was “reviewing” the latest takeover proposal from suitor EQT Fund Management Sarl.

Intertek has turned down three previous approaches from EQT.

On the FTSE 250, Greggs rose 8.0% after reporting higher sales in the opening weeks of 2026 and maintaining full-year expectations.

But Wickes plunged 12% after reporting mixed trading as wet weather weighed on retail demand at the start of 2026.

Gold traded lower at 4,663.87 dollars an ounce on Tuesday, from 4,733.27 dollars on Monday.

The biggest risers on the FTSE 100 were Intertek, up 320.00p at 5,300.00p, British American Tobacco, up 255.00p at 4,634.00p, Compass Group, up 1.74p at 31.93p, Imperial Brands, up 104.00p at 2,832.00p and London Stock Exchange Group, up 328.00p at 9,348.00p.

The biggest fallers on the FTSE 100 were Vodafone Group, down 8.45p at 111.95p, 3i Group, down 116.00p at 2,400.00p, St James’s Place, down 52.50p at 1,154.50p, Lloyds Banking Group, down 4.28p at 94.06p and Marks & Spencer, down 13.60p at 308.90p.

Wednesday’s global economic calendar has eurozone industrial production and GDP data, the King’s Speech in the UK and US PPI figures.

Wednesday’s local corporate calendar has a trading statement from Spirax Group.

Contributed by Alliance News



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