The people’s favourite brand, Cracker Barrel has finally decided to reverse its newest logo design. Earlier this month, the company changed its old logo to a more “modern one” in efforts to keep up with trends. Unfortunately, this decision sparked a lot of negative feedback from many of its old-time customers.
However, the reaction from customers and investors was so strong that just days later, the company announced that it would turn back its old logo.
Why the New Logo Failed
The original logo has been a part of lots of memories for many decades. Many customers had noted that this logo represents a sense of comfort, family traditions and a Southern dining experience.
The decision to change the logo made old customers feel like a piece of nostalgia had been removed and the company was drifting away from its roots.
The response was overwhelming, and the company admitted it underestimated just how attached people were to its old imagery.
Trump’s Push for a Reversal
Former President Donald Trump also gave his opinion on his social media platform. He advocated for Cracker Barrel to go back to its logo as the customers opinions matter.
Not long after, the company confirmed it was bringing back the traditional design. Trump responded by congratulating the brand and encouraging it to focus on keeping customers happy.
Political Leaders Join the Conversation
Many political leaders such Senator Mike Lee and Representative Byron Donalds praised the company for listening to its customers. Even officials from the White House praised the move and noted that this is an example of Trump’s influence.
Stock Prices Bounce Back
The change of logo did not only upset customers but also caused Cracker Barrel’s stocks to decrease. This resulted in investors becoming concerned about customer backlash.
Fortunately, after the company made the announcement of going back to its old logo, shares then increased by approximately 7%. This showed that the stock market and public were happy about the reversal.
What This Means for the Brand
Customer Loyalty Comes First
This situation with Cracker Barrel shows how deeply customers care about a brand and its identity. It is important to note that for many customers, Cracker Barrel was not just another place to eat, but rather a place that held significant memories and gave customers a sense of comfort. The decision that the company has now made, shows that they do value customer opinion and it is important to uphold the loyalty.
Balancing Tradition and Modernization
Even though Cracker Barrel may still want to change its logo to keep up with the trends and attract younger customers, when the time comes, they would take into consideration how everyone will feel about the change. Change is welcome, but not at the cost of taking away the history of brand.
Politics and Business Intertwined
It speaks something about the cultural context of today that a restaurant’s logo change became a national political issue. Executives should be aware that even minor branding decisions can become a part of more significant discussions.
Final Takeaway
Even though Cracker Barrel did not have the intention of upsetting its customers or pushing the way, many still felt like the logo change was taking away the tradition of the restaurant. By listening to customers concern and taking action to reverse that logo change, Cracker Barrel has shown that they care about their loyal customers.
Old time customers can be at ease knowing that their favourite logo isn’t going anywhere, anytime soon. However, as things change in today’s era, it is important for us to be open minded, while not losing a sense of our roots.