Last summer, Masino unveiled an updated logo and restaurant design that swapped its signature dark woods for a lighter aesthetic and ditched the souvenir-lined walls, part of a $700 million transformation plan to bring back customers to the 56-year-old chain.
The stock slumped, and foot traffic and revenue nosedived. Shares tanked by as much 12%, and President Donald Trump chimed in on the change. The company reversed course.
Some critics hated that Cracker Barrel dumped the famous “old timer” character that had been used since 1977, seeing it as a sign that Masino had gutted the brand’s folksiness and gone woke.
The chain’s focus on getting back to its roots, doubling down on Southern-inspired comfort food and Americana-themed tchotchkes, appears to be resonating. Cracker Barrel reported better-than-expected revenue in its most recent quarter, and it even raised its outlook for the year.
Plus, shares are up a staggering 100% for the year.
