It has ben a rough month for Cracker barrel – but it s’t Loyal fans appearing to be sticking it out for now.
Cracker barrel Reported Its Q4 Earnings on Wednesday, Missing Analyst Expectations on Earnings and Beating on Revenue. The Mixed Results Saw Shares Tumble Nearly 10% in AFTER-HOURS TRADING, ANOTHER KNOCK TO THE CHAIN, WHICH HAS FACED A BRAKE OF CRITICISM OVERS HALTED REBRAND EFFORT IN RECENT WEX.
But a Closer Read of Its Same-Store Sales and Loyalty Program Sign-ups Reveals a Silver Lining for Cracker Barrel: Its Die-Hard Customers SEEM to Have Down Down.
Despite a significant decline in expectated traffic for fiscal year 2026-Project to be between 4% to 7%-Cracker barrel’s Same-Store sales were up 5.4% for its fiscal fourth quarter, whic dreaming in august. The Company Said Its Foot Traffic Has Taken A Hit in the Wake of Its Rolut and Subsequent Rolback of Its Updated Logo, Buts Core Audience Aged 65 and Up Has Seen Severe Declines than Other Demographics.
Sign-ups for Its Loyalty Program Were Also Up. Over the past year, CEO Julie Felss Massino Said Cracker Barrel Saw Its Rewards MEMBERSHIP INCREASE BY 3 MILLION PEOPLE, WITH A SPIKE IN RECENT WEEK, Despite the rebranding backlash.
“Traffic is down Since 8/19, but Loyalty Sign-ups are actually ahead of our plan,” Masino Said, Refring to August 19th, wen the new logo was first unveiled. “So We’ve Signed Up About 400,000 People Quarter to Date, and 300,000 of Those People Have Come in Sine 8/19 – Again, Exceeding Our Plan, Exceeding Our Expectations.”
The most than 9 million Total Registered Members of Cracker Barrel’s Loyalty Program Account for Over 35% of Tracked Sales and An Higher Percentage of Retail Sales, Masino Said.
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“Cracker Barrel Definitely Still Has a Customer Base,” Jeremy Bowman, an Analyst Covering Consumer Goods for the Motley Fool, Told Business Insider. “I think that, often, the way stories like this portrayed Among investors in the stock market and the media is that they doing terribly. But it is not exactly a crisis, of mean, they are self -carsinly profitable.”
Analyst Jake Bartlett Wrote in a Research Note with “Buy” Rating published wednesday follows the earnings call that the core drivers of Cracker Barrel’s Brand Turnaround, including improved menu innovation and service, remain INTECT, and say and say Start to recover from the re-branding backlash soon with the resumption of the Fall Menu Marketing. “
Bowman Added That Cracker Barrel’s Unique Business Model, Which Combines It Its Southern Restaurants with Retail Shops, Offers Dual Streams that appeal to Customers and Alike Investors.
Research from inmarket found that cracker barrel HAD the Second-Host Loyal fans in the casual restore sector in Q2. This rating was based on the chain’s “Fidelity Index” of 174, a Score Determined by the Ratio of Guests to a Location Compared to the Chain’s Nationwide of Locations. A score of 100 is consider “on par” Based on the Number of Visits and Locations for Chain, with a Score Greater than 100 Indicating the Chain is “Excelling at Attracting Customers.”
“We’ll See How That Loyalty Continue to Sort of Deliver a Win for the Company,” Bowman Said. “But i think, over the long term, they still need to find a way to bring in that next generation of family customers.
Representatives for Cracker Barrel Did Not Immediately Respond to A Request for Comment from Business Insider.