After celebrating pride month in June, which left many old-time fans fuming, Cracker Barrel continues to barrel down the dislike route of its customers and fans with the new makeover of its venues and change in logo.
Cracker Barrel remodeled the interior of its locations, removing the iconic visuals that symbolized that old taste that drew core Americans to the brand. In essence, the new makeover lost the core identity the restaurant held for over 50 years.
Yes, the restaurant was mostly endeared to its fans and customers due to the sentimental affection it brought about the past – a feeling one associates with the old times.
But the decision of the eatery’s management to rebrand the iconic spots to reflect modern times, a move it started months ago that saw makeovers in its interiors and layout, did not go well with customers, many of whom were fans.
From the change in chairs and tables to the removal of antiques on the wall was a no-no to fans.
Responding to the negative feedback, Cracker Barrel’s chief marketing officer, Sarah Moore, said the things that endeared people to the brand were not going away.
Her words, however, did not hold water when the iconic logo that showed the Wild West man sitting on a wooden chair, with his hand on a large barrel, was removed, and the logo itself was redesigned to just a text that reads “Cracker Barrel”.
Though Cracker Barrel had the text-only logo when it first opened in 1969, the recently changed logo that had the man beside the barrel, which was updated in 1977, stood out since and was instantly loved.
Defending the new brand image, the management in a press release said the brand is now rooted more closely to the word that started it all.
The management, however, said they were aware of the negative feedback they have been receiving from guests, describing it as a sign of great passion for the old country-style store brand.
It, however, said the renovations were made to make the stores brighter and more inviting.
But it is not the first time management’s perception of innovation has resulted in the downfall of an erstwhile strong brand, and Jaguar is a classic example of this.
The prestigious car manufacturer announced its rebranding in a promotion that showed LGBTQIA-looking models and feminine colors representing the brand. The tombstone was the removal of the iconic leaping jaguar that served as its fearsome logo, to, yes, you got it right, a text-only logo.
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