Company Cracker Barrel faces criticism following logo change, remaining silent on the matter
Cracker Barrel Old Country Store Inc. (CBRL) has announced that it will scrap its new logo and reinstate the old one, following a nationwide backlash from customers and high-profile figures.
The decision to change the classic logo, which eliminated imagery of a man leaning over a barrel, faced strong criticism from customers and critics alike, who described the change as "brand suicide". The backlash resulted in a loss of $143 million in market value for the company.
In a statement, Cracker Barrel acknowledged the feedback from its customers and thanked them for their voices. However, no individuals from the company's board or leadership have publicly explained or taken responsibility for the logo renaming decision and customer criticism.
The first location of Cracker Barrel, opened in 1969, initially featured a text-only logo. The latest logo redesign was intended to be a nod to its original roots and to work across digital platforms.
Timothy Calkins, associate chair of the marketing department at Northwestern Kellogg School of Management, suggested that Cracker Barrel could turn the situation around by communicating well with the public and being transparent about its decisions. He also noted that the company still needs to work on regaining relevance and driving customers back into stores.
President Donald Trump has gotten involved, suggesting that Cracker Barrel should go back to its old logo, admit a mistake based on customer response, and manage the company better. Trump also suggested that Cracker Barrel could have gained a billion dollars worth of free publicity if it handles the situation correctly.
Deputy White House Chief of Staff Taylor Budowich appreciated a call from Cracker Barrel, acknowledging the company's decision to restore the old logo. Trump adviser Calkins advised Cracker Barrel's leadership, particularly CEO Julie Felss Masino or the head of marketing, to conduct interviews to address the public's concerns.
UFC fighter Colby Covington publicly criticized CEO Julie Felss Masino, but she has not made a direct statement herself. Despite the silence from the company's board of directors and top executives, Cracker Barrel's shares have climbed after the company announced it is scrapping its new logo.
The stock price of CBRL has decreased by 8.53%, and the company reaffirms its commitment to serving delicious food, warm welcomes, and country hospitality. Trump also suggested that Cracker Barrel could use this opportunity to become a winner again in the restaurant industry.
