Cracker Barrel CEO outlines path forward after logo controversy.jpeg
Well, it looked like a good idea at that time.
When we left the last time the old professor’s barrel store ((CBRL)) The restaurant and the gift chain in the southern tricky style got its fried knife after an attempt to drop the personality of Uncle Hershel from her slogan.
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This step was part of a “strategic transformation” aimed at modernizing the company and attracting a younger crowd in the face of low sales and traffic.
Many companies simplify and simplify their slogans, as part of the long trend towards a minimum.
Craacker Barrel CEO says the company has made a mistake in changing its logo. Shutterstock
“The visual identities have the brand’s ability immediately, immediately, the simplest slogan or any other element is, the fastest customers can preserve and define. This never matters more than today,” wrote Jessica Wong, which is subject to strategy in the field of digital marketing, in entrepreneurship in 2023.
Wong, CEO of Valux Digital, said that the Americans are on average between 4000 and 10,000 ads per day, and the number is doubled from 2007 and a five -fold leap of the seventies.
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She said: “Simplification of visual identities allows brands to penetrate the noise and note consumers.”
In addition to changing the logo (almost), the restaurants chain renovations in Lebanon included a transformation from the traditional rural aesthetic to a brighter and more modern design with lighter walls, simplified seats and new seats.
Julie Massino, CEO of Cracker Barrel, defended the design efforts, saying in an interview “Good Morning America” that the general comments on the sites that have been reshaped were “very positive” and that “people love what we do.”
Maybe not.
Many people-so far to president Donald Trump-gathered about the “old timer” wearing clothes, which looks like Hershel McCartney, the real uncle of the company’s founder, Dan Evens.
Trump announced that “the cracking barrel must return to the old logo, and admits the error based on the customer’s response (final survey), and the company’s management better than ever.”
The arrow fell nearly 16 % in the midst of Holapalu and the terrible claim of sadness from the conservative circles.
Traffic has decreased about 8 % since August 19, and the date of changing the first logo, and the company warned that if directions persist, it expected traffic to decrease from 7 % to 8 % for the rest of the first quarter of 2026.
Crack barrel missed the fourth Fourth Wall Street profits in Wall Street, but he won revenue estimates.
Craig Pomemels, Cracker Barrel, said that the company expects the profits of the first quarter, which started on August 1, in “much less than the level of the period due to a decrease in traffic and about $ 16 million in investments in advertising and marketing.
“The comments we received from our guests in recent weeks on updating our brand and reshaping the stores have made it clear to us how deeply people are in a cracking barrel,” Masseno told analysts during the company’s profit call.
Related: Changing the logo of Cracker leads to fake anger.
She added: “We thank our guests for sharing their voices, their love for the brand and telling us when we made a mistake.” “We listened carefully.”
Massino said the company conducted intense research to inform its strategic plan.
“What cannot be captured in the data is the amount of what our guests see themselves and their own story in the tricky barrel experience, which leads to a strong response to these changes,” she said.
“We have already taken steps to return to the right track. We want fans for a long time and new guests experience the full story of people, places and food that make the Cracker barrel very special.”
Massino said that the team was burning quickly to return to the old timer slogan and began implementing the new marketing, advertising and social media initiatives, “He tends to Uncle Hershel and nostalgia for nostalgia for the brand, with more next.”
“We have also stopped reshaping and returning the four sites with modern design to our old banners and traditional interiors,” she said.
TRUIST analysts have recommended purchasing weaknesses in the stocks. They say the basic drnaround drivers for the brand is sound and that sales may soon begin to recover from the reaction of the reverse brand with the resumption of marketing the autumn menu.
The investment company has reduced its target price to $ 58 from $ 62 and confirmed a purchase classification.
She said that the 2026 2026 guidelines were much lower than expected, but it also appears to include marketing and high -employment to support sales recovery.
Meanwhile, Citi reduced the target price on Cracker to $ 42 from $ 47 and repeated the classification of shares.
The investment company said that the company is reseting the forecast of 2026 much lower than the estimates while saying that the first financial quarter began in a “deep traffic hole” given the logo accident.
Related: The stock market leads a new set of winners
This story was originally reported by Thestreet on September 20, 2025, as it first appeared in the news, analysis and advice section. Add Thestreet as a favorite source of clicking here.
