Cracker Barrel Has to Bring Disgruntled Customers Back -- Market Talk
Dow Jones
Sep 19, 2025
1105 ET - Cracker Barrel Old Country Store is going to have to use additional marketing and discounting efforts to drive disgruntled customers back to the brand or find new ones, Benchmark analyst Todd Brooks says in a research note. Since the company tried to change its logo and update its branding in mid-August, customer pushback has caused traffic trends to fall from being down 1% in the first half of the year to being down 8% currently, the analyst says. The challenge now will be defining how long this traffic loss lasts after the company's hard pivot back to embracing its nostalgic branding and restaurant design, the analyst says. Shares fall 2% to $44.86. (dean.seal@wsj.com)
(END) Dow Jones Newswires
September 19, 2025 11:05 ET (15:05 GMT)
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