Introduction to Cracker Barrel’s Rebranding
Cracker Barrel was in the early stages of a large turnaround plan before its new logo and restaurant renovation came into a right revolt. The changes were beaten on social media, also by President Donald Trump. The company stopped the updates in its routes, returned to its "old timer" logo and canceled plans to convert restaurants with simpler layouts and less crowded antiques, ornaments and frills.
The Rebranding Failure
The logo and renovation plan consisted of two parts of a much larger revision, which includes menu changes, improvements in technology and basic restaurant maintenance. Cracker Barrel tried to draw sales with new customers, especially younger ones. The chain tried to avoid falling into bankruptcy like Red Lummer, Hooters, TGI Fridays or other family dining chains. But the image of the 55-year-old company was built around Americana. According to experts, Cracker Barrels has withdrawn text logo and minimalist modern restaurant design with the identity of the brand.
Learning from Mistakes
Cracker Barrel could have gradually rolled out a new logo like Starbucks and Dunkin’ and other brands did it, explain experts. The company was confronted with political attacks from commentators on the right who have accused it to connect "radical left politics", e.g. Activists on the right side have also targeted the tractor supply, John Deere, Harley Davidson and other companies for their diversity guidelines. This is also not the first time that Cracker Barrel was in the middle of the cultural wars over homosexual rights and other problems.
Future of Cracker Barrel
In the further course of the company, marketing analysts are that an important question that remains, is the future of the management team of Cracker Barrel, including CEO Julie Masino. Cracker Barrel’s share dropped by about 10% last month and 7% this year. Pedestrian traffic and sales also have reportedly decreased since the controversy of the logo change flared around August 20. "Investors may lose confidence in management’s skills," said Yanhui Zhao, marketing professor at the University of Nebraska Omaha. "You have to do something to regain the trust of investors."
The Transformation Plan
The company started a three-year transformation plan of up to $700 million by 2027 to carry out basic maintenance and repairs to restaurants and to improve the technology and 25 to 30 conversions per year. Menus with various objects such as green chilli corn bread, banana pudding and other foods; And improvements in the kitchen operating processes in the house. "We don’t lead in any area. We will change that," said Masino. "We will develop the brand in a way that is not alienated with the current guests, but is not alienated, at the same time increasing our attraction for new guests."
Case Studies of Rebranding Mistakes
Tropicana remains a case study for Business School for Redesign mistakes. In 2009, Tropicana replaced its well-known logo, an orange with a straw with a minimalist design with a glass of orange juice. The counter reaction was quick. Tropicana’s turnover fell by 20% after redesigning and fell by $30 million. Tropicana left the glass of orange juice for six weeks after he rolled it out and brought back the old orange with pieces. "We heard and listened to our consumers," said the company at the time. GAP, Pizza Hut and Tropicana are just a few companies that have tried new logos to delete them for bad answers.
