Cracker Barrel Old Country Store (NASDAQ: CBRL) is set to reward investors on November 12 with a dividend payment, despite experiencing one of the most turbulent years in its recent history.
Notably, the company has declared a quarterly dividend of $0.25 per share, payable to shareholders of record as of October 17.
The payout remains unchanged from the previous quarter. Therefore, investors holding 1,000 shares will receive $250 in dividend income, equivalent to an annualized rate of $1 per share.
Based on Cracker Barrel’s closing price of $39.34 on October 10, the dividend represents a 2.54% yield. However, the company’s 103.92% payout ratio indicates it is distributing more than it earns, raising concerns about dividend sustainability.
Cracker Barrel turbulent 2025
The announcement comes amid a turbulent period for the Tennessee-based restaurant chain, which has faced one of its most damaging controversies.
In August 2025, Cracker Barrel introduced a modernized logo that dropped its longtime “Old Country Store” tagline and the familiar image of a man leaning on a barrel.
The rebrand, intended to attract younger customers, instead sparked a swift social media backlash from critics who accused the company of abandoning its heritage.
At the same time, the backlash intensified after political figures, including President Donald Trump publicly denounced the change and called for a return to the old logo.
Consequently, Cracker Barrel reversed course within a week, reinstating its original design. Despite the quick reversal, the controversy left a clear mark on the brand’s reputation and performance.
Restaurant traffic fell about 8% in the weeks following the rebrand, with some reports showing year-over-year declines of up to 12% by late September. Cracker Barrel also paused its planned store remodel program as the backlash mounted.
Meanwhile, the firm has since lowered its full-year revenue outlook to between $3.35 billion and $3.45 billion, below analyst estimates.
Featured image via Shutterstock
