Cracker Barrel's comeback continues to gain steam
The family-dining chain now says it could exceed its forecast for the year as its rebounds from last year’s logo fallout.
July 21, 2026
Nearly 12 months after backlash to a new logo tanked its sales, Cracker Barrel is on a roll.
In an update Monday, the family-dining chain said same-store restaurant sales were down 2.5% year over year through the first 11 weeks of the current quarter, while same-store retail sales were up 0.5%.
That continues the chain’s momentum from the previous quarter, when same-store restaurant and retail sales were down 2.6% and 1.8%, respectively.
The company said it now expects to either meet or exceed the high end of its revenue and earnings guidance for the fiscal year, which runs through this month. That indicates it will generate at least $3.3 billion in revenue and $125 million in earnings before interest, taxes, depreciation, and amortization (EBITDA) for the fiscal year.
Last month, it upgraded its initial fiscal guidance to reflect the better-than-expected results, and could now outdo even those higher expectations.
It would be a fast turnaround for Cracker Barrel, which late last summer saw a sharp drop-off in traffic over a refreshed logo and remodel package that critics said was a betrayal of the brand’s Americana roots. The backlash began online, much of it fueled by social media bots, with some customers saying they would boycott the chain.
Cracker Barrel quickly ended the modernization efforts and doubled down on food, operations, and service, while also reinforcing its history and heritage. That work appears to be paying off.
Over the past four full quarters, which include the logo blowup and aftermath, Cracker Barrel has posted same-store sales of 5.4%, negative 4.7%, negative 7.1%, and negative 2.6%. Traffic bottomed out at negative 10% and improved to negative 6.7% last quarter.
The chain has also worked to cut expenses, including by reducing the head count at its headquarters.
And on Monday, it announced another pair of fiscally-minded moves: The sale of Maple Street Biscuit Co. to Biscuit Belly, and the sale-leaseback of 26 company-owned locations.
Cracker Barrel acquired Maple Street in 2019 as a growth vehicle, but the fast-casual chain has struggled in recent years. Offloading it will cost Cracker Barrel in the short-term — approximately $37 million to $39 million in non-cash charges and $6 million to $8 million in cash charges over the next two quarters — but it expects the divestiture to become EBITDA accretive during fiscal 2027. The chain accounted for less than 2% of Cracker Barrel’s revenue.
The sale-leaseback, meanwhile, will generate net proceeds of about $77 million, which the company plans to use to pay down debt.
“These efforts reflect the discipline we bring to managing our business and balance sheet as we position Cracker Barrel for long-term success and shareholder value creation,” said CEO Julie Masino in a statement. “Our sale-leaseback transaction will allow us to opportunistically reduce debt while monetizing a portion of our owned real estate at an attractive valuation. Divesting Maple Street sharpens our focus on the core Cracker Barrel brand and is expected to improve profitability. Combined with our improved fiscal 2026 outlook and reduced leverage, these actions demonstrate the progress we are making against our strategic priorities.”
Cracker Barrel’s stock was down slightly Tuesday morning but is up nearly 100% year to date.
About the Author
Joe Guszkowski
Senior editor, Restaurant Business
Joe Guszkowski is a senior editor with Restaurant Business covering technology and casual-dining chains.
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