Cracker Barrel’s attempt to modernize its iconic logo has hit a roadblock. The restaurant chain reversed course just days after unveiling the new design, citing customer backlash and concerns that it didn’t accurately represent the brand.
The company’s decision came after President Donald Trump expressed his disapproval of the new logo, calling for Cracker Barrel to “go back” to its original design. However, investors were quick to welcome the change, with shares rising 8% following the announcement.
Cracker Barrel’s transformation plan was spearheaded by new CEO Julie Felss Masino, who aimed to attract new customers and increase dinnertime traffic. The company introduced updated menu items, renovated restaurants, and revamped its logo, featuring a simpler design with the company name in brown letters on a gold background.
However, the rollout of the new logo seemed rushed, and critics argue that it lacked character. Experts say Cracker Barrel should have emphasized the nostalgic aspects of the brand, such as its rocking chairs and vintage Americana, to avoid alienating loyal customers.
The company has vowed to continue honoring Uncle Herschel, a relative of Cracker Barrel’s founder, on its menu and in stores. Thomas Murphy, a professor at Clark University School of Business, believes that returning to the original logo was a “positive course correction” and that Cracker Barrel should focus on refreshing its restaurants rather than rebranding.
In the end, Cracker Barrel’s decision to revert to its classic logo demonstrates the importance of listening to customer feedback and respecting the brand’s heritage.
Source: https://apnews.com/article/cracker-barrel-new-logo-why-ceo-stock-c64a8ae259cc1bcaa27aae89df56c961