Hi everyone!
Cracker Barrel cracked under pressure and released a statement yesterday saying that after their whole big redesign of restaurant and logo, they're reversing course after failing with the rebrand. The CEO had been adamant that people liked the hipster millennial minimalist changes to the restaurant chain, but the falsehood of that statement has become shockingly clear over the past few days. Republicans, Democrats, even people who just like fried chicken, a biscuit, and a porch full of rocking chairs all weighed in to say "stop!"
And so they did. They realized that they were not smarter than their customers, they were not right and their consumers wrong, and that the brand they had created going back to the 1970s, had a meaning for patrons that was greater even than the meaning to the company itself. As any artist can tell you, sometimes you create a thing and have to give it to the world and it's not about you anymore but the thing itself, or the ding an sich, as a Kantian would say.
"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," Cracker Barrel said in a statement. "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. As a proud American institution, our 70,000 hardworking employees look forward to welcoming you to our table soon," they said.
This came after days and days of backlash against the company, which also had set up a pop up location in Manhattan's Meatpacking District—for those of you not familiar, that's a pretty trendy neighborhood full of $30 wagyu cheeseburgers, leggy supermodels, and rich guys who pay the tab. It was all a far cry from the roadside pitstop where weary travelers pull off for a "home-cooked" meal.
Even the president got into it, because the man does love a good culture war fight. "Congratulations 'Cracker Barrel' on changing your logo back to what it was," Trump said on Truth Social. "All of your fans very much appreciate it. Good luck into the future. Make lots of money and, most importantly, make your customers happy again!"
His evening statement of congratulations came after his morning missive encouraging them to head back to tradition. "Cracker Barrel should go back to the old logo, admit a mistake based on customer response (the ultimate Poll), and manage the company better than ever before," he'd said.
“President Trump has unmatched business instincts, and an uncanny ability to understand what the American people want. Cracker Barrel is a great American company, and they made a great decision to Trust in Trump!" Said Press Secretary Karoline Leavitt.
What Cracker Barrel really did was avoid getting the Bud Light treatment. It should also be noted that Robby Starbuck went on a mission to expose Cracker Barrel's DEI initiatives, which were not going to go well for Cracker Barrel.
The company execs have now realized that the brand was bigger than themselves and more integral to a certain segment of the American consciousness than they were aware.