Trump: Cracker Barrel Should Admit Rebrand Was A Total Loser
The article discusses former President Donald Trump’s criticism of cracker Barrel’s recent rebranding efforts, wich he describes as a “total loser.” Trump urges the company to revert to its original logo and acknowledge the mistake, attributing the decline in customer support and stock value to the “woke” overhaul led by Cracker Barrel’s CEO Julie Felss Masino. The rebranding involved changing the restaurant’s traditional Americana décor and removing the iconic “Uncle Herschel” logo, moves that sparked backlash and a publicity crisis. Despite customer dissatisfaction, Cracker Barrel has refused to reverse its new branding, emphasizing a commitment to its heritage and appealing to new generations. Investor Sardar Biglari has also criticized the company’s leadership,calling the board “broken.” Trump frames his advice as part of a business rescue plan shared on Truth Social, suggesting that the company could benefit from the publicity if managed correctly.
President Donald Trump wants Cracker Barrel to admit its mistake and ditch its disastrous attempt to sterilize its once-beloved brand and logo.
The Americana culture and decor that defined Cracker Barrel for decades were put at risk recently when the company’s new woke CEO embraced a revamp that could cost the restaurant its customer base.
In his business rescue plan posted to Truth Social on Tuesday, Trump encouraged the country cooking company to “go back to the old logo, admit a mistake based on customer response (the ultimate Poll), and manage the company better than ever before.”
What started as a slow rollout of whitewashed, shiplapped dining rooms decorated with rows of precisely spaced rolling pins eventually culminated in an entire revamp of the restaurant chain’s recognizable logo. The top-down decision to remove the iconic “Uncle Herschel” leaning on a barrel not only helped tank Cracker Barrel’s stock but also prompted a publicity crisis over the last week.
Trump claimed Cracker Barrel could use the “Billion Dollars worth of free publicity if they play their cards right,” but warned it would be “very tricky to do.”
“Have a major News Conference today,” he continued. “Make Cracker Barrel a WINNER again. Remember, in just a short period of time I made the United States of America the ‘HOTTEST’ Country anywhere in the World. One year ago, it was ‘DEAD.’ Good luck!”
Trump’s advice comes just one day after the iconic country cooking restaurant shunned its customers in a lengthy non-apology, explaining the brand’s decision to stick with its bland signage. Cracker Barrel claimed “the values this company was built on” “will never change,” but indicated it would not rescind its new marketing rollout either.
“While our logo and remodels may be making headlines, our bigger focus is still right where it belongs… in the kitchen and on your plate: serving generous portions of the food you crave at fair prices and doing it with the kind of country hospitality that brightens your days and creates lasting memories,” the company wrote. “We also want to be sure Cracker Barrel is here for the next generation of families, just as it has been for yours. That means showing up on new platforms and in new ways, but always with our heritage at the heart. We take that responsibility very seriously.”
Cracker Barrel’s CEO Julie Felss Masino allegedly dismissed concerns from at least one top investor last year who insisted her branding overhaul efforts were “obvious folly.”
“Cracker Barrel is not a broken brand but it has a broken board,” Sardar Biglari wrote in a letter to shareholders.
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