Our Long National Nightmare Is Over: Cracker Barrel Has Caved
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Food News!
This has been a really tough month for some people. Not the heat and humidity… Cracker Barrel‘s logo redesign. But relief is on the way!
Last night, Cracker Barrel announced that they were caving, and would scrap plans to replace their classic logo with a less-dated refresh.
They said, “We thank our guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have. Our new logo is going away and our ‘Old Timer’ will remain…At Cracker Barrel, it’s always been… and always will be…about serving up delicious food, warm welcomes, and the kind of country hospitality that feels like family… [we] look forward to welcoming you to our table soon.”
That last part is a nudge. Like, “Hey, it’s great to see so much love for our tradition online. Now, come in and give us your money!” Business has really struggled ever since the pandemic. The stock is down 65% since 2019.
Cracker Barrel didn’t say this explicitly, but it sounds like the attempted logo refresh was part of an effort to modernize the brand, to appeal to a broader and younger group of customers.
But they didn’t handle the new roll-out well, and Cracker Barrel enthusiasts FREAKED OUT. Clearly, nostalgia is important to these folks.
Cracker Barrel originally opened back in 1969, when most of their clientele was still in high school. The Old Timer “Uncle Herschel” logo has been around since 1977.
Cracker Barrel didn’t apologize for the hurt feelings, but they did promise that they’d never change their values. Which are: “Hard work, family, and scratch-cooked food made with care.”
SOURCES: Fox Business / Reason.com / USA Today
