"When Cracker Barrel's ho-hum logo redesign unexpectedly became a target of online conservative ire last week, that probably felt like trouble for the brand. But to the contrary, it became an opportunity. After drawing a shocking amount of attention-even President Trump weighed in-the new design has been withdrawn. And Cracker Barrel, a brand that hadn't generated much excitement in years, could emerge as the biggest winner of its own backlash."
"The reception to the new logo was different. The existing one dates back to 1977, and it's not exactly an exemplar of crisp, modern design. Next to the Cracker Barrel wordmark, there's a bold-stroke rendering of an older man in overalls leaning on a barrel. That's "Uncle Herschel" (named after the founder's uncle), otherwise known as, simply, "the Old Timer.""
Cracker Barrel pursued a refresh to modernize and attract younger customers, including a simplified logo and a $700 million transformation plan to brighten and streamline restaurants. Fiscal 2024 revenue reached $3.4 billion, up 0.8%, while net income fell to $40.9 million from $78.5 million. Earlier share prices had dropped from around $175 in 2021 to as low as $34. About 40 of 660 locations have been decluttered, yielding mixed customer reactions. Intense conservative online criticism and high-profile attention, including comment from President Trump, led the company to withdraw the new logo and gain heightened visibility.
Read at Fast Company
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