Can Jordan Davis save Cracker Barrel?
Videos by Wide Open Country
We'll find out this fall, now that the country singer is partnering with the brand. This comes months after loyal patrons of the restaurant took to social media to remark about its new look. Spoiler alert: no one liked it.
What Happened at Cracker Barrel?
Part of the charm of going to Cracker Barrel was its refusal to change. There were antique signs on the walls. Vintage lanterns would light up the interior. You could play a game of checkers on a wooden barrel in front of a fireplace while you waited for your hashbrown casserole to arrive.
Over the last few months, Cracker Barrel has undergone some renovations. Stores are getting brighter paint jobs, updated seating, and some revamped decor.
This is part of an effort by the chain to turn things around. Turn around what, exactly? Apparently, according to Business Insider, CEO Julie Masino said last year that Cracker Barrel is "not as relevant as we once were."
If you go on social media, customers strongly believe Cracker Barrel had no reason to change. Commenters on the above TikTok review took Masino to task on the updates:
"the new CEO is driving this business into the ground."
"It no longer looks old and country. I hate it."
"Not everything needs a millennial gray makeover. In fact most things don't."
What Does Jordan Davis Have To Do With This?
On Aug. 19, Cracker Barrel introduced its "All the More" campaign. While the restaurant's signage and interior may have changed, the company is making it clear that everything else people like about Cracker Barrel is still the same.
"Our story hasn't changed. Our values haven't changed. With 'All the More,' we're honoring our legacy while bringing fresh energy, thoughtful craftsmanship, and heartfelt hospitality to our guests this fall," said Sarah Moore, Chief Marketing Officer of Cracker Barrel, in a press release.
Sure, that's typical executive speak right there. However, so you know that Cracker Barrel is serious, Davis has been brought in to bring its message home.
"Cracker Barrel has always felt like home to me. It's where the food hits just right, the people treat you like family, and the pace lets you slow down and take a breath," said Davis. "That's something I try to bring into my music too; real moments that feel good and bring people together. I'm proud to be part of this next chapter and to celebrate what makes Cracker Barrel so special to so many."
The chain will also bring back Uncle Herchel's Favorite to its breakfast menu, along with some seasonal lunch and dinner items.
Maybe Cracker Barrel is listening to customers. To a degree, anyway. Let's see if this new campaign brings people back inside.
