I will open by saying I’m not a big fan of Cracker Barrel restaurants. I’ve been several times, often with a group and sometimes because there was no better option for a meal. Other than their breakfasts, I’ve found their meals to be over salted and not all that great in terms of preparation or quality of ingredients.
The country stores are cute, but I don’t think I’ve ever bought anything there.
I’m willing to admit that Mrs. EMS Artifact and I are outliers and so I feel free to express an opinion on the recent logo change for the brand.
It was f*cking stupid.
The logo change is part of a broader rebranding effort that includes remodeling restaurants and associated stores as well as menus.
Cracker Barrel claims that the new logo, with a new font, uses the same colors as before. That’s a lie. While the font itself is similar, the letters are black not brown. Maybe the media outlets parroting the company press release are color blind. Or maybe they are just stupid, lazy, and have never even driven by a Cracker Barrel.
The first rule of holes is that when you figure out that you have dug yourself ass deep into one, stop digging. Apparently Cracker Barrel decided that bring in a steam shovel is a better approach.
This is from management as posted on CNN.
Cracker Barrel said Monday that it has not forgotten about Uncle Herschel, who many people believed over the years was the figure seen leaning against a barrel in the logo. (The company refers to the figure as “our old-timer,” in the logo created by Nashville designer Bill Holley on a napkin in 1977.) He will still be seen on the menu (specifically on the Uncle Herschel’s Favorite Breakfast Platter), road signs and the interior of the store.
“We know we won’t get always get everything right the first time, but we’ll keep testing, learning and listening to our guests and employees,” the post continued.
Predictably, CNN went on to blame “right wing influencers” for this latest battle in the culture wars. They are clearly as tone deaf as Cracker Barrel management. Who it appears are slowly edging away from their announcement.
They appear to be lying about the menu images as well. While they say that Uncle Herschel will remain on road signs and menus, the images they’ve posted of the new menus show the new logo, not the old one as mentioned.
The store revamps are part of their effort to attract a “younger demographic.” I guess they figure that their current market demographic is going to die soon anyway.
Of course the Fake Stream Media is reporting this as “right wing white MAGA” racism. Because apparently the image of an elderly white man sitting next to a barrel of crackers is racist.
It’s just another example of how the Fake Stream Media attacks conservatives as out of touch and racist. Not to mention homo and trans phobic. And worst of all Trump voters.
We’ll see how this works out and if the CEO survives the controversy. It appears that their latest statements have reassured the stock market if not potential customers.
UPDATE: Apparently after reading this post Cracker Barrel has decided to go back to their old log. Okay, I’m kidding about that part, but they just announced that they are ditching the new logo.
“We thank your guests for sharing your voices and love for Cracker Barrel,” the restaurant chain said in a statement to FOX Business. “We said we would listen, and we have. Our new logo is going away and our ‘Old Timer’ will remain. At Cracker Barrel, it’s always been – and always will be – about serving up delicious food, warm welcomes, and the kind of country hospitality that feels like family.”
“Delicious” of course is subjective.
Now we’ll see if the CEO is still employed by the end of the week.