Biscuit Barrel stated Wednesday it anticipates reduced sales and weak consumer web traffic in the coming year as the controversy over its planned logo change remains to play out.
In a teleconference with capitalists, Biscuit Barrel stated web traffic at its dining establishments was down 1% in very early August, prior to it revealed it was embracing amore simplified logo The brand-new logo design went down the photo of an older guy in overalls leaning on a barrel and got rid of words “Native land Shop.”
However after the news on Aug. 18 and the protest that complied with from several long time followers, dining establishment web traffic went down 8%. Biscuit Barrel stated Wednesday that web traffic will likely be down in between 7% and 8% in the initial quarter and can decrease 4% to 7% for the complete 2026 .
Biscuit Barrel’s shares went down 9% in after-hours trading Wednesday.
Biscuit Barrel Chief Executive Officer Julie Felss Masino stated the firm carried out comprehensive study prior to launching the brand-new logo design and introducing a strategy to redesign its 660 united state dining establishments. The firm has actually because ditched the brand-new logo design and paused the renovation.
Masino stated the 4 dining establishments that have actually been redesigned– with brand-new paint, brand-new illumination, even more comfy seats and various other modifications– will certainly be transitioned back to their previous decoration. Remodels that had actually started at 58 various other dining establishments will certainly likewise be stopped, she stated.
” What can not be recorded in information is just how much our visitors see themselves and their very own tale in the Biscuit Barrel experience, which is what’s caused such a solid action to these modifications,” Masino stated throughout a teleconference with capitalists Wednesday.
Masino stated Biscuit Barrel will certainly proceed various other elements of its strategy to improve sales and bring in brand-new consumers, consisting of food selection advancement and cooking area upgrades. She stated advertising and marketing will certainly lean right into fond memories and followers’ love for Uncle Herschel, the personality visualized on the brand name’s logo design.
The firm is likewise remaining to expand its commitment program. Masino stated the 2-year-old program currently has 9 million participants and obtained 300,000 brand-new participants in simply the last 4 weeks. Masino stated one brand-new commitment perk will certainly be the capability to provide the firm responses after every dining establishment see.
” We’re continuing with a solid strategy to restore web traffic and the energy we had a month earlier,” Masino stated. “There is a whole lot to be hopeful around.”
The Lebanon, Tennessee-based firm stated it anticipates complete income of $3.35 billion to $3.45 billion in its 2026 , which started Aug. 2. That is less than the $3.48 billion Biscuit Barrel reported in its 2025 .
It anticipates a $25 million hit because of united state tolls on imported items in the 2026 . The firm stated it’s changing a few of the items marketed in its shops to alleviate that.
