What in the world are these people thinking? Wait a minute…they aren’t. I don’t understand how the CEO of Cracker Barrel, Julie Felss Masino, who’s been on the job less than two years, can defend their drastic logo change and re-brand a company that didn’t need it.
Now, I’m not one that understands the world of high finance to any great degree, but even I can understand if company shares were over $74 each just four weeks ago and last week fell to just over $50, someone’s gonna be pissed!
The charm is gone because management felt the need to modernize to attract a new, younger clientele. Well I tell you what, many of those younger people were seeking the charm of the restaurant BECAUSE IT WAS DIFFERENT TO THEM! They’re used to the glass and chrome and stale surroundings. I’d love to meet their focus group on this one!
The man leaning on the barrel of the original logo had a name. Uncle Herschel was the real-life uncle of Cracker Barrel founder Dan Evins and a key figure in the company’s branding, known as a “goodwill ambassador” for his knowledge of rural country stores and his adherence to the Golden Rule. While he was the namesake for a now-removed logo figure, Cracker Barrel states he remains “front and center” on the menu and inside the restaurants, representing the brand’s continued commitment to hospitality and tradition. Oh, yeah? That’s not gonna fly either.
In all of my travels across the country during my fishing days I sought out three places to eat…TGIFriday’s, Denny’s and Cracker Barrel. I always knew the service would be as great as the food! I’ll never stop in one of their new, “reconditioned” locations.
This ranks right up there with Bud Light’s blunder…removing Aunt Jemima along with Uncle Ben and the chef from Cream of Wheat from packaging or corporate logos. The squeaky wheels certainly got the grease in all those instances! Even the Coppertone girl lost her tan line!
I’m glad I’m in radio where the marketing is just the message and not the artwork! These companies may want to return to what worked for decades before having to rebuild after a rebrand! Unfortunately I don’t think they’re that smart…
MM