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Cracker Barrel CEO Julie Fels Massino explains why the Southern-themed restaurant chain Tried and failed to redesign Its signature logo.
In August, Cracker Barrel removed the image of a man leaning over a barrel from its logo and opted to display only the words “Cracker Barrel” against a classic gold background.
This move sparked outrage from the President to prominent personalities. donald trumpThe company saw a sharp decline in customers with the “Make America Great Again” movement and Cracker Barrel. Loss of $94 million in one day Among the results.
Massino said at an investment conference new york city The redesign on Tuesday had nothing to do with ideology, but rather with hungry travelers being able to read their logo.
He said the company is trying to make its logo easier to read on highway billboards.
“Part of this transformation is to set up success for the long term,” Massino said.
But Cracker Barrel was dealt a blow when the MAGA base criticized the company for the move and called the redesign “woke” and “boring.”
congressman Byron Donalds Of Floridawho once worked for Cracker Barrel, wrote On
Right-wing commentator Matt Walsh wrote: “Yes, let’s remove everything flashy and distinctive from the logo and make it as generic and boring as possible.”
“WTF is wrong with Cracker Barrel??!” donald trump jrEldest son of the President, wrote In response to a post by the Woke War Room account attacking Massino and his “DEI regime.”
Even the President himself raised his voice, Saying The Truth Social post stated that Cracker Barrel should “go back to the old logo, admit the mistake based on customer feedback (last poll), and manage the company better than before.”
And Cracker Barrel listened. Just days after the redesign was announced, the company said it would revert to the old logo.
“We thank our guests for sharing their voices and love for Cracker Barrel. We said we would listen, and we have. Our new logo is leaving and our ‘Old Timer’ will remain,” Cracker Barrel. wrote At that time x.
But Cracker Barrel shares are still down about 30 percent this year, leaving it worth about $825 million, according to wall street journal,