Cracker Barrel is finding out just how costly their modernization push was. The restaurant chain known for its homey decor, traditional cuisine, and friendly logo underwent a significant makeover recently. The man and barrel on the logo were suddenly gone. The beloved furnishings of some Cracker Barrel establishments were abolished as well, replaced by generic-looking interiors without much character.
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Customers rebelled. They wanted their former Cracker Barrel back in all its glory on the double. The chain acknowledged their miscalculation, but the consequences were nevertheless severe. Per Fox Business, Maple Street Biscuit Company restaurants, which are owned by Cracker Barrel, have reportedly closed 14 of their sites.
Cracker Barrel Issued a Statement
Per the outlet, a Cracker Barrel rep communicated this to Fox Business. "We appreciate the continued patronage of the many guests who have dined with Maple Street at these 14 locations over recent years and thank our team members for their passionate dedication to Maple Street and focus on delivering fantastic guest experiences day in and day out." Over 50 Maple Street Biscuit Company restaurants are still operating.
Is an Executive-Level Shakeup in the Works?
Per the outlet, "Rival Steak 'n Shake is leading a proxy battle to overhaul the company's leadership, including its CEO Julie Felss Masino." During a recent earnings call, Masino reversed course. She outlined the steps Cracker Barrel is now taking to promptly win back its unhappy patrons.
"We want longtime fans and new guests to experience the full story of the people, places, and food that make Cracker Barrel so special. That's why our team pivoted quickly to switch back to our 'Old Timer' logo and has already begun executing new marketing, advertising and social media initiatives leaning into Uncle Herschel and the nostalgia around the brand."
Cracker Barrel's Numbers Fell Sharply
Numbers tell the story of the impact that the poorly-received logo and interiors have had. Per the outlet, "...[T]he company took a hit with revenue down 2.9% in its latest quarter from the same time last year. The company also said that traffic has fallen 8% since...August...."
Only time will tell if the fan-favorite restaurant chain can undo the damage from its failed revamp and convince customers to return.
