Rebrand caused the company’s stock to plummet
Cracker Barrel has released a statement regarding the recent backlash the company has faced following the release of not only its new logo but the remodel some say is attempting to erase the “Old Country Store” celebration of southern culture.
The rebrand caused the company’s stock to plummet and a loss of more than $100M.
From Cracker Barrel:
“You've shown us that we could've done a better job.”
“If the last few days have shown us anything, it's how deeply people care about Cracker Barrel. We're truly grateful for your heartfelt voices.”
“What has not changed and what will never change, are the values this company was built on when Cracker Barrel first opened in 1969: hard work, family and scratch-cooked food made with care.”
“A place where everyone feels at home, no matter where you're from or where you're headed. That's the Cracker Barrel you'll always find. The things people love most about our stores aren't going anywhere: rocking chairs on the porch, a warm fire in the hearth, peg games on the table, unique treasures in our gift shop, and vintage Americana with antiques pulled straight from our warehouse in Lebanon, Tennessee.”
“We love seeing how much you care about our "old timer." We love him too. Uncle Herschel will still be on our menu (welcome back Uncle Herschel's Favorite Breakfast Platter), on our road signs and featured in our country store. He's not going anywhere - he's family.”
“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. Meatloaf, chicken n' dumplins, country fried steak, sides that taste like Sunday supper and yes, the world's best pancakes, they're all still here, with a few new dishes joining the menu. Whether you're a longtime fan or a first-time guest, we want you to feel at home around our table.”
“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. We know we won't always get everything right the first time, but we'll keep testing, learning, and listening to our guests and employees.”
“At the end of the day, our promise is simple: you'll always find comfort, community, and country hospitality here at Cracker Barrel.”
“Uncle Herschel wouldn't have wanted it any other way.”
“Thank you for caring so much and come see for yourself the country hospitality that makes Cracker Barrel feel like home.”
Love,
Cracker Barrel
Image courtesy of Cracker Barrel.
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