If you’re a lover of Southern-style food, then you definitely know Cracker Barrel! The store recently released a new logo as part of their rebrand strategy. As with everything else that is evolving and changing, the brand thought that by changing its logo, it would be seen as a refresh and attract younger customers. However, the complete opposite happened! A lot of the long time loyal customers showed anger and frustration towards this.
A few days after this announcement, the company saw a decline in their stock price. Social media posts were flooded with long time customers expressing anger and saying that there was no need for the rebrand. They also mentioned that it does not resonate with what Cracker Barrel stands for in the first place.
Why Cracker Barrel Tried to Rebrand
As mentioned, just like everything and everyone else that’ changing, Cracker Barrel felt the need to do the same. Their reasoning was to basically stay relevant in today’s times. The younger generation look for places to keep up with the trends.
Executives explained that the new logo was designed to give the company a “timeless and inclusive” feel. They hoped it would send the message that Cracker Barrel is evolving while still keeping its Southern charm.
However, for all the older loyal customers, there was no need for this. This group was happy with the OG rustic image. By changing this, they feel as if the old fashioned, traditional vibes have been removed.
Loyal Customers Speak Out
Many loyal customers accused the company of chasing trends instead of sticking with tradition and what felt like home. There were thousands of comments and posts that reflected how many people felt connected to the original logo and mentioned if they wanted to go somewhere modern, they would have chosen to.
Investors Get Nervous
This logo change has also made investors nervous. After the announcement, Cracker Barrel’s stock dropped and the company lost around $94 million in value by the close, and nearly $200 million at its lowest point on Thursday.
Other Brands Have Been Here Before
Cracker Barrel isn’t the first company to have issues with a rebrand. Over the years, there have been many companies who made changes and experienced backlash, two of these include Gap and Tropicana.
From this, it’s evident that it’s a big risk to make changes to a brand that is also so loved and recognised. Many customers see brands as part of their memories and experiences and changing these, makes it feel personal that is why they feel offended.
What Could Happen Next
The company faces a tough decision, should they keep the logo, or should they go back to the old design? The questions remain.
There are experts in the field who suggest meeting customers halfway, so keep the modern look but also include the old classic style. This approach could help balance the need for growth with respect for tradition.
Why It Matters
It is important to remember that customers are not overreacting. For many of them, the old rustic logo and the cost feel was part of an emotional connection that they had with the company. The last thing the company should do, is attempt to break that bond between the old time customers as this is what built the success.
Final Thoughts
In efforts to improve the brand and keep up with the times, Cracker Barrel ended up upsetting a lot of their old customers. Sometimes, trying to keep up with the trends isn’t always the best option. It is important to research first, find a middle ground and thereafter make a decision.