Cracker Barrel Old Country Store, the much-loved American family dining and retail institution, has decided to retreat from its newly announced rebranding strategy. This decision follows major outcry from the public and celebrities, such as former President Donald Trump. After an eventful week, the firm was met with a critique firestorm on social media over its ill-fated new logo. Consequently, this wave of backlash led to a $5 billion drop in the company’s market cap.
In a statement issued on Monday, Cracker Barrel said it was thankful that its customers raised their “heartfelt voices.” They admitted that their previous rebranding missed the mark. In our interview, they conceded that they should have handled the transition better from the start. To celebrate its 50th anniversary, the company has chosen to re-introduce its classic “Old Timer” logo. For long-time, devoted customers, this rudder is a beloved landmark.
If the last few days have taught us anything, it’s how passionate people are about Cracker Barrel. We’re really thankful for your passionate voices,” the company said. Furthermore, they added, “You’ve shown us that we could’ve done a better job sharing who we are and who we’ll always be.”
The new logo, announced less than a week ago, was met with almost immediate, brutal reaction on social media. They called it “soulless,” “bland,” and “generic.” The backlash caused an uproar amongst their customers and led to statements from notable figures. Donald Trump took to social media to comment on the situation, stating that Cracker Barrel could potentially gain a “billion dollars worth of free publicity” if they managed the backlash appropriately.
Trump even said they could get a billion dollars in free publicity. He warned that this would only happen if they play their cards right. He preached the gospel of going back to basics for Cracker Barrel. He recommended that the firm return to its historical logo and improve its overall branding approach.
Donald Trump told Cracker Barrel to resurrect their original logo. He implored the firm not just to realize their error in light of public reaction, but to handle the blunder of all times.
The most stinging criticism of the backlash was his son, Donald Trump Jr., who mocked the rebranding choice on social media. Amid this storm of criticism, Cracker Barrel’s stock experienced fluctuations, dropping initially after the logo reveal but rebounding in after-hours trading following the announcement of the company’s decision to revert to its original branding.
Cracker Barrel operates over 660 locations across the United States, employing approximately 70,000 individuals committed to providing a unique dining experience filled with country hospitality. The company was still considered by itself and others to be an American institution. It’s a national leader for both its tasty cuisine and its friendly environment.