New York (CNN) — Customer visits to Cracker Barrel fell after intense backlash to its proposed logo change and renovations, the company said in its earnings call Wednesday, and it expects a continued decline in the coming months.

Traffic has fallen 8% since the chain initially changed its logo on August 19, the company said. If trends continue, it expects a traffic decline of 7% to 8% for the rest of the first quarter of its 2026 financial year.

The company said it expects earnings for its first quarter, which began August 1, to be “significantly below” the prior year due to both lower traffic and roughly $16 million in investments in advertising and marketing.

Cracker Barrel shares closed down 3.16% on Wednesday and fell 9.58% in after hours trading.

The old-timey chain had recently

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