Cracker Barrel Old Country Store, Inc. Stock News

Cracker Barrel is ending its partnership with Prophet, the consulting firm behind its failed rebrand.

Cracker Barrel Old Country Store Inc. on Thursday said it would stop working with the consultancy that advised it on a logo change and restaurant overhaul that backfired over the summer, raising further questions about the Americana-themed restaurant chain's path forward.

Chain had hired marketing firm Prophet to refresh its image and restaurants; Cracker Barrel shifts executives in operations, menu roles.

LEBANON, Tenn. , Oct. 2, 2025 /PRNewswire/ -- Cracker Barrel Old Country Store, Inc. ("Cracker Barrel") today announced leadership and organizational structure enhancements as the Company reinforces its focus on delivering outstanding food and experiences guests love.

Maple Street Biscuit Company closes 14 underperforming locations.

Cracker Barrel (CBRL 0.34%) shares began a decline after the company reported some mixed results for the end of its fiscal year 2025. Cracker Barrel has been going through a bit of an identity crisis, as it attempted to rebrand itself with new logos and store setups.

Biglari Capital urges shareholders to vote against Cracker Barrel's CEO after brand refresh backlash, with Steak 'n Shake posting 'Fire the CEO' billboard campaign.

FedEx (FDX) surges after beating FQ1 earnings expectations, reporting revenue growth, and advancing its FedEx Freight spin-off, targeted for June 2026. Cracker Barrel (CBRL) faces renewed activist pressure from Biglari, who criticizes management and rebranding efforts while holding a 2.9% stake.