…as Cracker Barrel turns away from the Bud Light precipice:
Cracker Barrel will bring back its old logo after days of ruthless criticism and a plummeting stock price following its botched rebranding.
The company’s board, led by CEO Julie Felss Masino, ignored warning signs and criticism for months ahead of the announcement last week that the restaurant chain would ditch its old logo and give its stores a modern look. The company appears to have walked back part of that decision on Tuesday.
Which part, I wonder? One commenter shared my doubts:
If they don’t change their support for all the weird sexual politics and attendant shenanigans, none of that matters. In fact, focusing on the logo, etc., just drives publicity and brand awareness up for them. Lose the CB-sponsored drag queens and maybe I’ll care about the decor.
As with the Bud Light “fegeleh” and New Coke episodes, companies seem to forget that if your ethos is traditionalist, you mess with your brand positioning at your peril, and chasing new customers is a fool’s game if you alienate your existing base.
I haven’t eaten by myself at Cracker Barrel for years because their prices have become just outrageous — but when I get an overseas visitor to entertain, it’s a must-see experience (along with Buc-ees and rodeo).
Even The Donald weighed in, telling Cracker Barrel not to be idiots and go back to what has, after all, been their basic positioning since forever.
Kudos to them for acknowledging their mistake.
Unlike Jaguar. [#Morons]



























