"Cracker Barrel recently debuted a simplified new logo, doing away with its mascot (a man leaning on a barrel) and the words "old country store". Cue outrage, and a tanking stock price. The whole saga has more than a few echoes of Jaguar's recent rebrand, in which the brand was accused of abandoning its heritage in pursuit of a more contemporary aesthetic. But while Jaguar at least had the tenacity to stick by its new look, Cracker Barrel has done the opposite, offering a contrite statement about the rebrand."
""You've shown us that we could've done a better job sharing who we are and who we'll always be," the statement laments, before insisting that Cracker Barrel will remain "a place where everyone feels at home, no matter where you're from or where you're headed." Cracker Barrel insists that keeping its brand fresh means "showing up on new platforms and in new ways, but always with our heritage at the heart. We know we won't always get everything right the first time, but we'll keep testing, learning, and listening to our guests and employees.""
Cracker Barrel introduced a simplified logo that removed its longstanding mascot and the phrase 'old country store', prompting widespread online backlash and a decline in its stock price. Observers compared the reaction to other controversial rebrands, noting tensions between heritage and contemporary design. The company issued a contrite statement acknowledging communication shortcomings and reiterated that the restaurants will remain welcoming to all guests. Cracker Barrel framed the update as an effort to show up on new platforms while keeping heritage central and promised to continue testing, learning, and listening to guests and employees. Some commentators argue that public outrage often subsides over time.
Read at Creative Bloq
Unable to calculate read time
Collection
[
|
...
]