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Restaurant company Cracker Barrel Old Country Store made national headlines for changing its logo and upsetting fans and non-fans alike. The company's decision led to store traffic declines that will impact the next quarterly earnings report.

Cracker Barrel recently reported fourth-quarter financial results that saw revenue up 4.4% year-over-year, comparable restaurant sales up 5.8% year-over-year, and figures that beat analyst estimates.

That was the good news. The bad news is that the company's logo change and national media attention happened in mid-August and will be reflected in the first-quarter financial results.

New data from Placer.ai shows just how much visitor traffic fell at Cracker Barrel locations after the logo change.

Data shows that visits fell 5.3% in the week of Aug. 25 through Aug. 31, which was after the logo change happened on Aug. 19.

Visits fell even more in the weeks after the company announced plans to revert back to the old logo on Aug. 26.
Here are the visits tracked by Placer.ai:
Week of Sept. 1: -10.1% year-over-year
Week of Sept. 8: -10.0% year-over-year
Week of Sept. 15: -9.9% year-over-year
Week of Sept. 22: -7.2% year-over-year

"The consumer backlash to Cracker Barrel's new logo in August triggered a sharp decline in restaurant visits, with year-over-year traffic dropping by roughly double digits for most weeks following the announcement," Placer.ai Head of Analytical Research R.J. Hottovy said.

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