By Anita Hamilton

This summer's ill-fated image makeover for Cracker Barrel Old Country Store was part of a broader effort to boost sales and attract new customers. When the restaurant chain reports earnings Wednesday, investors will get a fresh look at how that effort is going now that the uproar over its logo has died down.

Amid falling revenue, Cracker Barrel is expected to report sales of $845.8 million, down 4.4% from the same period last year, according to analysts surveyed by FactSet. Earnings, meanwhile, are expected to come in at 77 cents a share, down from 98 cents a year ago.

One possible bright spot could be comparable sales at its restaurants, which are expected to rise 3.6% even as retail sales are expected to fall by 2%.

Cracker Barrel's stock hasn't done much in 2025 either, falling 3% year to date. Its most dramatic, one-day swing came Aug. 21, when shares fell as much as 15% in intraday trading as the backlash against a more streamlined logo gained steam.

The company backtracked a few days later after President Donald Trump called the new logo a mistake. Since then, it's put the brakes on a planned makeover of its more than 600 stores in a modern farmhouse look.

Before the changes were made, CEO Julie Felss Masino had said that the new look was part of a broader initiative. "Our goal is to take what people love about Cracker Barrel and open the aperture a little bit so that more people love Cracker Barrel," she said last summer.

Its stock closed down 2.25% Tuesday at $51.21. The company reports earnings after the market closes Wednesday.

Write to Anita Hamilton at anita.hamilton@barrons.com

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September 17, 2025 03:00 ET (07:00 GMT)

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