Cracker Barrel Halts Modernization Plans Amid Customer Backlash
Cracker Barrel suspended its restaurant remodel program and reverted to traditional branding, including its "Old Timer" logo, following widespread customer outrage over modernization efforts.
Cracker Barrel continues rebrand backtrack
Washington Examiner
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Overview
- Cracker Barrel initiated a modernization plan, testing new interior designs in four locations and rolling out a redesigned logo.
- These rebranding efforts, especially the new logo and modern interiors, quickly sparked significant public outrage and customer backlash.
- The intense criticism, which also saw the company's stock price plummet over 10%, prompted Cracker Barrel to reassess its modernization strategy.
- Responding to customer feedback, Cracker Barrel announced the suspension of all restaurant remodels and reverted to its traditional "Old Timer" logo.
- The company will now focus on maintaining its vintage Americana theme, enhancing food quality, and prioritizing hospitality over further rebranding efforts.
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Analysis
Center-leaning sources cover the story by presenting Cracker Barrel's decision to halt remodels as a direct response to customer feedback and a previous logo change uproar. They provide financial context and expert analysis to explain the company's motivations and the outcome, maintaining an objective tone throughout the reporting.
"Cracker Barrel is shelving plans to remodel its restaurants as it continues to backtrack on overhauling its brand image."
CBS NewsArticles (11)
FAQ
Cracker Barrel suspended its modernization and remodeling plans due to widespread customer backlash against the new interior designs and the redesigned logo, which did not reflect what customers loved about the brand, leading to significant public outrage and a drop in the company’s stock price.
The modernization efforts included testing new interior designs in four locations featuring more comfortable seating, brighter lighting, lighter wall colors, and a simplified assortment of antiques while keeping signature elements like fireplaces. They also rolled out a redesigned logo.
Julie Felss Masino, the CEO who had previously worked at Taco Bell and Starbucks, initiated the modernization plan aiming to boost customer traffic and restore Cracker Barrel’s relevance, including remodeling stores, updating the menu, and making kitchens more efficient.
Only four out of 660 Cracker Barrel restaurants had been remodeled as part of the test before the company decided to halt its modernization efforts.
Following the suspension, Cracker Barrel will focus on maintaining its vintage Americana theme, enhancing food quality, prioritizing hospitality, and ensuring that its restaurants remain in good condition to meet customer expectations.
History
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