CBRL shares surge 5.61% as Cracker Barrel reverses rebranding amid customer backlash

Cracker Barrel Old Country Store's shares surged 5.6145% in pre-market trading on January 15, 2026, signaling renewed investor interest following a turbulent period marked by brand rebranding backlash and operational challenges.

The stock’s recent volatility stems from a controversial logo redesign and store remodels that alienated loyal customers, prompting a sharp sell-off in late 2025. The company reversed course after public outcry, retaining the iconic “Old Timer” imagery and halting modernization efforts. CEO Julie Felss Masino acknowledged the need to rebuild trust, emphasizing a return to core menu offerings and heritage-driven branding during a December investor call.

Analysts remain cautious, with an average “Hold” recommendation reflecting mixed sentiment. Despite a 5.7% revenue decline in the third quarter, earnings forecasts suggest potential for 48% annual growth over the next three years, outpacing the broader market’s 12% projection. This has kept the stock’s elevated P/E ratio of 44.7x in focus, as investors weigh the balance between near-term risks and long-term recovery prospects.

With customer sentiment stabilizing and operational adjustments underway, CBRL’s trajectory hinges on its ability to reconcile modernization with its Americana roots while delivering on earnings expectations. The stock’s pre-market rebound hints at cautious optimism, though execution risks and brand loyalty concerns remain critical watchpoints.