The Journal. The Corporate Grudge Fueling Cracker Barrel's Logo Fiasco
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Aug 29, 2025 Heather Haddon, a WSJ reporter, dives into the drama behind Cracker Barrel's logo fiasco, fueled by an activist investor's grudge. The discussion reveals how nostalgia clashes with modern branding as the company faced backlash from customers resistant to change. They explore Cracker Barrel's struggle to appeal to younger diners while revitalizing its traditional identity. The reversal to the original logo sparked a surprising stock recovery, highlighting the complex dynamics of branding and consumer sentiment.
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Heritage Brand Built On Nostalgia
- Cracker Barrel is a heritage roadside brand built on nostalgia, décor, and large affordable plates.
- Its identity centers on in-store ambience like peg games, rocking chairs, and fried chicken that customers expect.
Declining Traffic And Aging Customers
- Cracker Barrel was losing traffic and skewed older, with visits down 16% from 2019.
- Management saw declining relevance among younger customers and needed change to regain share.
New CEO Brings Modernization Plan
- In 2023 Cracker Barrel hired Julie Fels-Massino from brands like Starbucks and Taco Bell to modernize the chain.
- She launched a three-year transformation including menu tweaks, retail changes, and remodel plans.