LEBANON, Tenn., June 15, 2026, 17:04 CDT
- Cracker Barrel shares rallied last week after the company posted an adjusted profit that surprised analysts and raised its outlook for the full year.
- The rebound follows a sharp backlash around the logo and attempts at modernization last year.
- Traffic is still down. But executives point to smoother operations, value deals and old menu items returning as reasons more customers are coming in.
Cracker Barrel Old Country Store shares surged last week after reporting higher quarterly results. The stock ended at $36.30 on June 9, then climbed to $46.69 by June 12, company data shows. Fox News’ OutKick said Monday the stock “soared nearly 37% last week” as customers returned for old favorites, value meals and the Uncle Herschel’s menu. CEO Julie Felss Masino got some breathing room after earlier criticism over the chain’s rebrand effort. Fox News Cracker Barrel Old Country Store, Inc.
Cracker Barrel shares rose after the company reported fiscal third-quarter results on June 9. Revenue was $797.4 million, down 2.9% from a year ago, but Cracker Barrel increased its fiscal 2026 sales outlook to $3.27 billion to $3.30 billion. The company also lifted its adjusted EBITDA guidance, now expecting $120 million to $125 million. CEO Masino said in a statement that steps to “improve operations, deepen guest connection, and enhance profitability” were “beginning to show results.” She said Cracker Barrel is staying focused on “serving delicious food and delivering experiences guests love.” PR Newswire
Cracker Barrel’s numbers are steadying, but a full bounce-back isn’t here. Comparable restaurant sales dropped 2.6% in the quarter ended May 1, and retail same-store sales fell 1.8%. Traffic is still soft, down 6.7% but faring better than last quarter, Restaurant Business reported. The company called out better guest satisfaction scores, an uptick from bringing back Sugar Cured and Country Ham dinners, and Campfire Meals for summer as positives, saying these menu items are bringing customers back.
Cracker Barrel quickly dropped its new 2025 logo and remodel plans after pushback from customers and politicians. Reuters reported the logo, rolled out August 19, was gone in about a week. The move followed a backlash that hurt visits and shares, though both recovered going into this month’s earnings. The Wall Street Journal wrote last week that CEO Masino rolled back key modernization steps, returned to old branding, and leaned on Cracker Barrel’s heritage to keep her job. Reuters
Cracker Barrel is rolling out a summer promo to try and draw travelers. Its “Fuel Your Summer Road Trip” campaign, which goes from May 19 through July 26, will award 250 Cracker Barrel Rewards members $1,000 each—split evenly between a Cracker Barrel gift card and a gas gift card. “Road trips are synonymous with summer and our goal is to help our guests take the trip, see the country and make new memories,” Chief Marketing Officer Sarah Moore said in the statement. PR Newswire
Cracker Barrel shares jumped after earnings, with Wells Fargo raising its rating to “overweight”, Reuters reported. The stock moved up as much as 34.7% on June 10, touching $48.91, their highest since last fall. By Monday afternoon, the price was at $43.49, down from Friday but still higher than pre-earnings. The restaurant chain is seeing more optimism in the stock, along with big swings. Reuters
