Cracker Barrel CEO says recovery will take time amid ongoing headwinds

Cracker Barrel warned during the company’s earnings call on Tuesday that its turnaround is moving at a slower pace than hoped after the company was mired in controversy over the summer after an attempted rebrand angered consumers.

Cracker Barrel CEO Julie Masino acknowledged that first-quarter results “were below our expectations amid unique and ongoing headwinds” that “our recovery will take time,” as the company’s teams work to regain momentum.

“As you are all aware, the past few months have been difficult for Cracker Barrel and for our 70,000 team members around the country. And while many of our guests are enjoying our improved food and guest experience, we certainly have more work to do to regain the trust and confidence of others who have been slower to return,” Masino said. 

“This will take time, but we are executing a plan and are confident we will get back to the trajectory we saw in fiscal ’25,” she added.

Cracker Barrel attempted a rebrand that removed the “old timer” from its logo while also redesigning its restaurants. (iStock / iStock)

CRACKER BARREL CEO SAYS SHE FELT LIKE SHE GOT ‘FIRED BY AMERICA’