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How a Congressman Turned Cracker Barrel's Logo Drama Into a Quick Trading Win

MarketDash Editorial Team
4 days ago
Representative Tim Moore bought Cracker Barrel shares during the restaurant chain's logo controversy, then flipped them eight days later for a potential gain of up to 12%. Financial disclosures reveal the quick trade netted between $322 and nearly $6,000 in profit.

Sometimes the best investment strategy is buying when everyone else is mad about a logo change. At least that seems to be what Rep. Tim Moore (R-N.C.) was thinking when he picked up shares of Cracker Barrel Old Country Store (CBRL) right in the middle of the restaurant chain's self-inflicted brand crisis.

The Trade That Lasted Just Eight Days

Moore bought Cracker Barrel stock on Nov. 20, according to financial disclosures. The purchase was valued between $15,000 and $50,000, which is how these congressional disclosures work—you get a range, not an exact number.

Here's what makes this interesting: Moore became the first member of Congress to buy Cracker Barrel stock in years, according to data from Quiver Quantitative. And he did it while the company was still dealing with fallout from changing its logo, a move that drew criticism from President Donald Trump and sparked boycott threats from Republican voters.

The timing gets even more intriguing. Moore didn't hold these shares for long. By Nov. 28—just eight days later—he sold them for another transaction valued between $15,000 and $50,000.

Breaking Down the Profit

We don't know the exact prices Moore paid or received, but we can figure out the potential profit using the trading ranges from those two days.

On Nov. 20, Cracker Barrel shares traded between $25.93 and $27.90. By Nov. 28, the stock was trading between $28.50 and $28.99.

If Moore bought $15,000 worth of shares, he could have acquired between 537.63 and 578.48 shares. Selling those on Nov. 28 would have generated between $15,322.46 and $16,770.14. That's a profit of $322.46 to $1,779.14, representing a gain of 2.1% to 11.9%.

The math gets more impressive if Moore went with the $50,000 option. He could have bought between 1,792.11 and 1,928.27 shares on Nov. 20. Selling those a week later would have brought in $51,075.14 to $55,990.55. That translates to a profit of $1,075.14 to $5,990.55, or a 2.2% to 12.0% gain.

Not bad for a week's work.

The Logo Controversy That Set Up the Trade

To understand why this trade might have made sense, you need to know what was happening with Cracker Barrel. The restaurant chain changed its logo on Aug. 19, which triggered immediate backlash. By Aug. 26, the company announced plans to revert to the old logo, but the damage was done.

Data from Placer.ai shows just how badly traffic tanked. In the week of Aug. 25 through Aug. 31, visits fell 5.3% compared to the previous year. But things got worse after the reversal announcement:

  • Week of Sept. 1: down 10.1% year-over-year
  • Week of Sept. 8: down 10.0% year-over-year
  • Week of Sept. 15: down 9.9% year-over-year
  • Week of Sept. 22: down 7.2% year-over-year

The last week of September showed some signs of recovery, with the decline narrowing to 7.2%. Maybe Moore saw this as the bottom, or maybe he just got lucky with his timing.

What Comes Next for Cracker Barrel

While Moore already cashed out with a profit, there could be more movement ahead for Cracker Barrel. The company reports first-quarter financial results on Dec. 9, and analysts aren't expecting good news.

The consensus calls for a loss of 68 cents per share, compared to a profit of 45 cents per share in last year's first quarter. Revenue is expected to fall to $804.15 million from $845.09 million a year ago. The drop makes sense given that the first quarter was when the logo controversy hit hardest.

The real question is whether the traffic declines have already been priced into the stock, or if there's more pain ahead. Investors and analysts will be watching closely to see what management says about traffic recovery and future guidance.

Moore's quick flip suggests he wasn't willing to wait around to find out. Then again, if the earnings report surprises to the upside and shares rally, his decision to take quick profits might look premature.

Current Stock Performance

Cracker Barrel stock is down 1.7% to $28.36 on Thursday. The stock has traded between $25.62 and $71.93 over the past 52 weeks. Shares are down 48.5% year-to-date in 2025, which means there's been plenty of pain to go around for long-term shareholders.

Whether Moore's trade was smart timing or just good luck, next week's earnings report should provide some answers about whether the worst is over for this restaurant chain.

Back to News

How a Congressman Turned Cracker Barrel's Logo Drama Into a Quick Trading Win

MarketDash Editorial Team
4 days ago
Representative Tim Moore bought Cracker Barrel shares during the restaurant chain's logo controversy, then flipped them eight days later for a potential gain of up to 12%. Financial disclosures reveal the quick trade netted between $322 and nearly $6,000 in profit.

Sometimes the best investment strategy is buying when everyone else is mad about a logo change. At least that seems to be what Rep. Tim Moore (R-N.C.) was thinking when he picked up shares of Cracker Barrel Old Country Store (CBRL) right in the middle of the restaurant chain's self-inflicted brand crisis.

The Trade That Lasted Just Eight Days

Moore bought Cracker Barrel stock on Nov. 20, according to financial disclosures. The purchase was valued between $15,000 and $50,000, which is how these congressional disclosures work—you get a range, not an exact number.

Here's what makes this interesting: Moore became the first member of Congress to buy Cracker Barrel stock in years, according to data from Quiver Quantitative. And he did it while the company was still dealing with fallout from changing its logo, a move that drew criticism from President Donald Trump and sparked boycott threats from Republican voters.

The timing gets even more intriguing. Moore didn't hold these shares for long. By Nov. 28—just eight days later—he sold them for another transaction valued between $15,000 and $50,000.

Breaking Down the Profit

We don't know the exact prices Moore paid or received, but we can figure out the potential profit using the trading ranges from those two days.

On Nov. 20, Cracker Barrel shares traded between $25.93 and $27.90. By Nov. 28, the stock was trading between $28.50 and $28.99.

If Moore bought $15,000 worth of shares, he could have acquired between 537.63 and 578.48 shares. Selling those on Nov. 28 would have generated between $15,322.46 and $16,770.14. That's a profit of $322.46 to $1,779.14, representing a gain of 2.1% to 11.9%.

The math gets more impressive if Moore went with the $50,000 option. He could have bought between 1,792.11 and 1,928.27 shares on Nov. 20. Selling those a week later would have brought in $51,075.14 to $55,990.55. That translates to a profit of $1,075.14 to $5,990.55, or a 2.2% to 12.0% gain.

Not bad for a week's work.

The Logo Controversy That Set Up the Trade

To understand why this trade might have made sense, you need to know what was happening with Cracker Barrel. The restaurant chain changed its logo on Aug. 19, which triggered immediate backlash. By Aug. 26, the company announced plans to revert to the old logo, but the damage was done.

Data from Placer.ai shows just how badly traffic tanked. In the week of Aug. 25 through Aug. 31, visits fell 5.3% compared to the previous year. But things got worse after the reversal announcement:

  • Week of Sept. 1: down 10.1% year-over-year
  • Week of Sept. 8: down 10.0% year-over-year
  • Week of Sept. 15: down 9.9% year-over-year
  • Week of Sept. 22: down 7.2% year-over-year

The last week of September showed some signs of recovery, with the decline narrowing to 7.2%. Maybe Moore saw this as the bottom, or maybe he just got lucky with his timing.

What Comes Next for Cracker Barrel

While Moore already cashed out with a profit, there could be more movement ahead for Cracker Barrel. The company reports first-quarter financial results on Dec. 9, and analysts aren't expecting good news.

The consensus calls for a loss of 68 cents per share, compared to a profit of 45 cents per share in last year's first quarter. Revenue is expected to fall to $804.15 million from $845.09 million a year ago. The drop makes sense given that the first quarter was when the logo controversy hit hardest.

The real question is whether the traffic declines have already been priced into the stock, or if there's more pain ahead. Investors and analysts will be watching closely to see what management says about traffic recovery and future guidance.

Moore's quick flip suggests he wasn't willing to wait around to find out. Then again, if the earnings report surprises to the upside and shares rally, his decision to take quick profits might look premature.

Current Stock Performance

Cracker Barrel stock is down 1.7% to $28.36 on Thursday. The stock has traded between $25.62 and $71.93 over the past 52 weeks. Shares are down 48.5% year-to-date in 2025, which means there's been plenty of pain to go around for long-term shareholders.

Whether Moore's trade was smart timing or just good luck, next week's earnings report should provide some answers about whether the worst is over for this restaurant chain.