Cracker Barrel makes desperate move to win back customers | Official Website of Louis Velazquez, entrepreneur, finance guy and tech innovator

Cracker Barrel has faced problems lately, making controversial changes that have drawn a lot of public scrutiny. Unsurprisingly, this has hurt business.

The restaurant is trying to regain its footing, though. And one way it’s doing that is by making a surprising move that shows it is desperate to get customers back in the door.

Cracker Barrel is trying to entice customers with new deals.

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Cracker Barrel caused controversy and angered customers

As most people know by now, Cracker Barrel faced substantial backlash from customers when it changed the look of its classic country restaurants to make them more modern.

Then the company enacted a logo change that removed the older man (“Uncle Herschel”) who was previously part of its brand image. Customer reaction was fierce, as the company was accused of going “woke,” and even President Donald Trump weighed in.

In response to the outcry, Cracker Barrel changed course and returned to its original logo, with Cracker Barrel President and Chief Executive Officer Julie Masino issuing an apology statement:

We thank our guests for sharing their voices and their passion for Cracker Barrel in recent weeks. We’ve listened, switching back to our ‘Old Timer’ logo, hitting pause on remodels and placing an even bigger emphasis in the kitchen and other areas that enhance the guest experience.

Still, the company is expecting to feel the ramifications of these decisions in the coming months.

In an attempt to fix its brand image and draw customers back in, the company has now made a desperate offer to try to make things up to fans.

Cracker Barrel tries to tempt customers with unique offer

Cracker Barrel is making an unusual offer to try to get customers to return to restaurants.

The restaurant will offer a special deal on September 26, 2025, with loyalty program members allowed access on September 25, 2025.

The deal is an all-you-can-eat pancake offer for $5. Here’s what the restaurant said about the offer to Southern Living:

Mixed fresh every morning and griddled to order, Cracker Barrel pancakes are known for their crisp edges and irresistibly fluffy texture. It’s a recipe rooted in tradition — and perfected over time. Guests across generations have come to crave them, with many even declaring them ‘the world’s best pancakes.’

The restaurant said the offer is being made in honor of National Pancake Day on September 26, 2025.

More Cracker Barrel pancake deals are on offer

Cracker Barrel’s deal on pancakes is more than just a one-day deal. The restaurant is also trying to entice people into the restaurants throughout the month of October by offering a deal connected to a staple of American culture: football.

The restaurant said in a news release:

Throughout October, fans who wear their favorite team’s jersey or bring in a valid same-day ticket stub for a big game can score a free side of pancakes with any entrée purchase.

Cracker Barrel expects less traffic to its restaurants

While these promotions are tied to timely events such as football games and National Pancake Day, they are also likely part of the chain’s broader effort to bring frustrated customers back into the fold.

Chief Financial Officer Craig Pemmelis shared in an investor call on September 17 that traffic during the first half of August had declined 1%. The call followed the release of the company’s fourth-quarter earnings.

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After the backlash surrounding the logo change on August 19, Pemmelis noted an additional 8% decline in traffic, and if the trend continues, the restaurant will likely see around a 7% to 8% decline.

Perhaps these pancake deals will turn things around — and hopefully they work out better for the restaurant than Red Lobster’s Endless Shrimp deals did.