Cracker Barrel’s Logo Change Sparks Backlash
John Taffer, host of “Bar Rescue,” has suggested that Cracker Barrel’s leadership should “lose power” following the backlash over the restaurant chain’s recent logo changes.
Cracker Barrel’s executives are remaining silent as many customers express their dissatisfaction with the new design. Timothy Calkins from Northwestern Kellogg School of Management believes that the company could improve its image if it engages in open communication with the public.
“They need to communicate and share their perspective in a genuine way,” Calkins noted.
He further encouraged Cracker Barrel CEO Julie Fels Masino to conduct interviews to explain the rationale behind the changes. “The more you articulate your plans, the better it will be for everyone,” he added. Calkins emphasized that acknowledging customer feedback is vital.
Just last week, Cracker Barrel’s leadership had been promoting the new branding, suggesting it was well-received. CEO Masino even mentioned on “Good Morning America” that feedback had been overwhelmingly positive. However, following significant public backlash, the company’s market value plummeted by $143 million.
Interestingly, even former President Donald Trump weighed in, calling for the old logo’s return. In a post on Truth Social, he claimed the company squandered a valuable opportunity for marketing and advised them to host a press conference to reclaim their reputation.
In response to the uproar, Cracker Barrel announced that it would revert to its original logo. In a statement, they expressed gratitude to customers for their feedback, affirming the commitment to deliver a welcoming and homely atmosphere.
While the company has taken steps to roll back the branding, Calkins pointed out that they still need to strategize on how to maintain relevance and draw customers back in. “Maybe a gradual approach would be more effective than drastic changes,” he suggested.
The White House Deputy Chief of Staff shared gratitude on social media for the conversation with Cracker Barrel regarding the logo. As of now, however, the company has not made any executives available for further comments on what occurred.
Previously, Cracker Barrel had described the logo redesign as an enhancement that called back to its roots while adjusting for modern platforms. The original logo, introduced when the first location opened in 1969, was a simple text-based design.
