Cracker Barrel Old Country Store advertising spend, FY2026

Cracker Barrel Old Country Store (CBRL) reported $114M of advertising expense for the fiscal year ended Jul 31, 2026. That is 3.4% of revenue of $3.3B. Down 4.5% from FY2025.

Ad spend, FY2026
$114M
year ended Jul 31, 2026
Change vs prior year
-4.5%
vs FY2025
Share of revenue
3.4%
of $3.3B revenue
Rank by ad spend
#308
of 336 companies

Key facts

  • Ad spend is 1.4x its FY2016 level ($79.4M), faster than revenue (1.1x).
  • The highest year on file is FY2025 at $119M; FY2026 is 5% below it.
  • Largest increase +25.6% in FY2024; largest cut -4.5% in FY2026.
  • Ad spend is 3.4% of revenue, up from 3.0% in FY2021.
  • Cracker Barrel Old Country Store spends more on advertising than 8% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is below the median of 5.2%.

Ad spend by fiscal year

$0 $50M $100M $150M FY2009 (ended 2009-07-31): $42.4M FY2010 (ended 2010-07-30): $45.2M FY2011 (ended 2011-07-29): $48.9M 2011 FY2012 (ended 2012-08-03): $56.2M FY2013 (ended 2013-08-02): $60M FY2014 (ended 2014-08-01): $63.7M 2014 FY2015 (ended 2015-07-31): $68.7M FY2016 (ended 2016-07-29): $79.4M FY2017 (ended 2017-07-28): $83.6M 2017 FY2018 (ended 2018-08-03): $83.4M FY2019 (ended 2019-08-02): $81.9M FY2020 (ended 2020-07-31): $79.2M 2020 FY2021 (ended 2021-07-30): $83.6M FY2022 (ended 2022-07-29): $89.8M FY2023 (ended 2023-07-28): $89.8M 2023 FY2024 (ended 2024-08-02): $113M FY2025 (ended 2025-08-01): $119M FY2026 (ended 2026-07-31): $114M 2026 $114M

Ad spend as % of revenue

0% 1% 2% 3% 4% FY2009 (ended 2009-07-31): 1.8% FY2010 (ended 2010-07-30): 1.9% FY2011 (ended 2011-07-29): 2.0% 2011 FY2012 (ended 2012-08-03): 2.2% FY2013 (ended 2013-08-02): 2.3% FY2014 (ended 2014-08-01): 2.4% 2014 FY2015 (ended 2015-07-31): 2.4% FY2016 (ended 2016-07-29): 2.7% FY2017 (ended 2017-07-28): 2.9% 2017 FY2018 (ended 2018-08-03): 2.8% FY2019 (ended 2019-08-02): 2.7% FY2020 (ended 2020-07-31): 3.1% 2020 FY2021 (ended 2021-07-30): 3.0% FY2022 (ended 2022-07-29): 2.7% FY2023 (ended 2023-07-28): 2.6% 2023 FY2024 (ended 2024-08-02): 3.2% FY2025 (ended 2025-08-01): 3.4% FY2026 (ended 2026-07-31): 3.4% 2026 3.4%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2026 Jul 31, 2026 $114M -4.5% $3.3B 3.4% AdvertisingExpense 10-K Sep 25, 2026
FY2025 Aug 1, 2025 $119M +5.9% $3.5B 3.4% AdvertisingExpense 10-K Sep 25, 2026
FY2024 Aug 2, 2024 $113M +25.6% $3.5B 3.2% AdvertisingExpense 10-K Sep 25, 2026
FY2023 Jul 28, 2023 $89.8M -0.1% $3.4B 2.6% AdvertisingExpense 10-K Sep 26, 2025
FY2022 Jul 29, 2022 $89.8M +7.4% $3.3B 2.7% AdvertisingExpense 10-K Sep 27, 2024
FY2021 Jul 30, 2021 $83.6M +5.7% $2.8B 3.0% AdvertisingExpense 10-K Sep 26, 2023
FY2020 Jul 31, 2020 $79.2M -3.3% $2.5B 3.1% AdvertisingExpense 10-K Sep 27, 2022
FY2019 Aug 2, 2019 $81.9M -1.9% $3.1B 2.7% AdvertisingExpense 10-K Sep 24, 2021
FY2018 Aug 3, 2018 $83.4M -0.2% $3B 2.8% AdvertisingExpense 10-K Sep 25, 2020
FY2017 Jul 28, 2017 $83.6M +5.3% $2.9B 2.9% AdvertisingExpense 10-K Sep 27, 2019
FY2016 Jul 29, 2016 $79.4M +15.6% $2.9B 2.7% AdvertisingExpense 10-K Sep 28, 2018
FY2015 Jul 31, 2015 $68.7M +7.8% $2.8B 2.4% AdvertisingExpense 10-K Sep 22, 2017
FY2014 Aug 1, 2014 $63.7M +6.3% $2.7B 2.4% AdvertisingExpense 10-K Sep 26, 2016
FY2013 Aug 2, 2013 $60M +6.7% $2.6B 2.3% AdvertisingExpense 10-K Sep 29, 2015
FY2012 Aug 3, 2012 $56.2M +15.0% $2.6B 2.2% AdvertisingExpense 10-K Sep 25, 2014
FY2011 Jul 29, 2011 $48.9M +8.1% $2.4B 2.0% AdvertisingExpense 10-K Sep 26, 2013
FY2010 Jul 30, 2010 $45.2M +6.8% $2.4B 1.9% AdvertisingExpense 10-K Sep 25, 2012
FY2009 Jul 31, 2009 $42.4M n/a $2.4B 1.8% AdvertisingExpense 10-K Sep 27, 2011

What the figure is

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Compared with similar spenders

The 6 companies closest to Cracker Barrel Old Country Store in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
307 Inspire Medical Systems $115M 12.6% +21.1% FY2025
308 Cracker Barrel Old Country Store $114M 3.4% -4.5% FY2026
309 Warby Parker $114M 13.1% +18.9% FY2025
310 Atlanticus $113M 5.8% +101.6% FY2025
311 Warner Music Group $113M 1.7% -5.0% FY2025
312 Perdoceo Education $113M 13.3% +11.8% FY2025
313 Lucid Group $112M 8.3% +125.3% FY2025

Full ranking of 336 companies · Biggest cuts #53

Questions

How much does Cracker Barrel Old Country Store spend on advertising?

Cracker Barrel Old Country Store spent $114M on advertising in fiscal 2026, the year ended Jul 31, 2026, according to its 10-K filed Sep 25, 2026.

What percentage of revenue does Cracker Barrel Old Country Store spend on advertising?

3.4% of revenue in fiscal 2026 ($114M of $3.3B). The median across the 336 companies tracked is 5.2%.

Is Cracker Barrel Old Country Store spending more on advertising?

No. Ad spend fell 4.5% in fiscal 2026 from fiscal 2025.

How does Cracker Barrel Old Country Store rank by advertising spend?

#308 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.

What does Cracker Barrel Old Country Store's advertising figure include?

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Source

Filing
10-K for FY2026, filed Sep 25, 2026
Accession number
0001104659-26-110772
Company
CRACKER BARREL OLD COUNTRY STORE, INC, CIK 1067294, SIC 5812 (Retail-Eating Places)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Cracker Barrel Old Country Store advertising spend, FY2009-FY2026. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Sep 25, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/cracker-barrel-old-country-store/advertising-spend/
Download
CSV, all years · CSV, all 336 companies