Cracker Barrel Rebranding Controversy: The restaurant chain Cracker Barrel faced backlash after removing the likeness of Uncle Herschel from its logo, leading to significant online opposition and a decline in share prices.
Public Reaction: Customers and staff have mixed feelings about the change; some see it as unnecessary while others believe it doesn't affect the dining experience.
Cultural Implications: The rebranding has sparked discussions about corporate America’s attempts to modernize and the potential alienation of traditional customer bases, particularly in conservative areas.
Expert Opinions: Marketing professionals suggest that while brand refreshes are common, Cracker Barrel's changes may not resonate well with its core customers, who value tradition.
CBRL
$25.98+Infinity%1D
Analyst Views on CBRL
Wall Street analysts forecast CBRL stock price to rise over the next 12 months. According to Wall Street analysts, the average 1-year price target for CBRL is 38.17 USD with a low forecast of 24.00 USD and a high forecast of 50.00 USD. However, analyst price targets are subjective and often lag stock prices, so investors should focus on the objective reasons behind analyst rating changes, which better reflect the company's fundamentals.
6 Analyst Rating
Wall Street analysts forecast CBRL stock price to rise over the next 12 months. According to Wall Street analysts, the average 1-year price target for CBRL is 38.17 USD with a low forecast of 24.00 USD and a high forecast of 50.00 USD. However, analyst price targets are subjective and often lag stock prices, so investors should focus on the objective reasons behind analyst rating changes, which better reflect the company's fundamentals.
1 Buy
3 Hold
2 Sell
Hold
Current: 26.620
Low
24.00
Averages
38.17
High
50.00
Current: 26.620
Low
24.00
Averages
38.17
High
50.00
Truist
Jake Bartlett
Buy
downgrade
$50 -> $45
2025-12-10
Reason
Truist
Jake Bartlett
Price Target
$50 -> $45
2025-12-10
downgrade
Buy
Reason
Truist analyst Jake Bartlett lowered the firm's price target on Cracker Barrel to $45 from $50 and keeps a Buy rating on the shares after its Q1 earnings miss and guidance cut. Sales trends have not begun to recover from the re-branding fiasco, or any recovery has been offset by macro pressures, but the management is taking the right steps to rebuild traffic by focusing on improved service and food quality, which is being reflected in strengthening guest satisfaction scores and will eventually be reflected in a traffic recovery, the analyst tells investors in a research note.
UBS
Neutral
downgrade
$30 -> $26
2025-12-10
Reason
UBS
Price Target
$30 -> $26
2025-12-10
downgrade
Neutral
Reason
UBS lowered the firm's price target on Cracker Barrel to $26 from $30 and keeps a Neutral rating on the shares. Current challenges for the brand limit visibility into a recovery trajectory, the analyst tells investors in a research note.
Gordon Haskett
Gordon Haskett
downgrade
$43 -> $25
2025-12-10
Reason
Gordon Haskett
Gordon Haskett
Price Target
$43 -> $25
2025-12-10
downgrade
Reason
Gordon Haskett lowered the firm's price target on Cracker Barrel to $25 from $43 and keeps an Underperform rating on the shares.
Citi
Jon Tower
Sell
downgrade
$24 -> $20
2025-12-10
Reason
Citi
Jon Tower
Price Target
$24 -> $20
2025-12-10
downgrade
Sell
Reason
Citi analyst Jon Tower lowered the firm's price target on Cracker Barrel to $20 from $24 and keeps a Sell rating on the shares following the fiscal Q1 report. The firm cites the company's declining traffic and guidance cut for the target drop.
About CBRL
Cracker Barrel Old Country Store, Inc. is engaged in the operation and development of the Cracker Barrel Old Country Store concept (Cracker Barrel). It operates approximately 660 company-owned Cracker Barrel Old Country Store locations in 43 states and 68 Maple Street Biscuit Company stores in 10 states. The Company’s format of its stores consists of a trademarked rustic old country-store design offering a full-service restaurant menu that features home-style country food and a wide variety of decorative and functional items such as rocking chairs, holiday and seasonal gifts, toys, apparel, cookware and foods. Its breakfast items include juices, eggs, pancakes, meats, grits, and a variety of biscuit specialties, such as gravy and biscuits and country ham and biscuits. Its Lunch and dinner items include fried and grilled chicken, chicken and dumplings, meatloaf, country fried steak, pork chops, fish, country fried shrimp, steak, vegetable plates, sandwiches and salads.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
