Cracker Barrel sales, traffic continue to slump months after failed rebrand

Cracker Barrel reported a drop in quarterly revenue and profit as the company continues to recover from last summer’s rebranding controversy, though CEO Julie Masino says early signs of a turnaround are beginning to emerge.

Speaking during the Tennessee-based restaurant and retail chain’s fiscal second-quarter 2026 earnings call on Wednesday, Masino said that the company is focused on strengthening operations, refining its menu and marketing strategy to better connect with customers, and reducing costs to improve profitability.