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The Board of Directors of Cracker Barrel and CEO managers were left tight after the decision of the restaurant chain to change his classic logo, are customers furiously furious.
“But to do that, they have to communicate, talk and share the news and share their perspective in an authentic, credible way,” said Calkins, and noted that only the release of a business statement is not sufficient.
Customers enjoy food in the Old Country Store Cracker Barrel in Mount Arlington, New Jersey on August 22, 2025. (Gregory Walton / AFP via Getty Images / Getty images)
Although the statements are good, Calkins said that he would encourage leadership, in particular Cracker Barrel CEO Julie Felss Masino or the head of marketing, to “go out and do interviews”.
“The more I think you talk and explain what you do, the better it will be, especially because they have now clearly responded,” Calkins said. “They clearly heard the feedback. And when people have feedback, they want to be heard.”
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Last week Masino praised the success of the new logo of the company, which Uncle Hershel erased in favor of ordinary modern text and told “Good Morning America’s” Michael Strahan that the “feedback has been overwhelmingly positive that people of what we do.”
In the following days, the company lost $ 143 million in market value and was confronted with a strong recoil from critics.
President Donald Trump even became involved on Tuesday.
“Cracker Barrel has to go back to the old logo, admit an error based on the customer’s response (the ultimate poll) and manage the company better than ever before,” Trump wrote in a post about Truth Social.
“They got a billion dollar in free publicity if they play their cards well. Very difficult to do, but a great opportunity. Today I have a big news conference. Cracker Barrel again a winner,” Trump added.
At the end of Tuesday, the company said in a statement that it would delete the redesign and restore its old logo.
| Ticker | Security | Last | Change | Change % |
|---|---|---|---|---|
| CBRL | Cracker Barrel Old Country Store Inc. | 61.87 | +4.16 |
+7.21% |
Cracker Barrel’s Logo -Teruglag: The costs of large brand errors
Despite the reversal course of the logo, Calkins said that the company still has to find out how it can bring its relevance back and bring people back to stores.
“They must ensure that the brand is relevant to bring people to the shops and the restaurants, and I think there are some changes needed,” Calkins said.
“Maybe a step -by -step approach will work better than too big a change,” he added.
Deputy Staff Chef of the White House, Taylor Budowich, said on social media on Tuesday that he appreciated a phone call from Cracker Barrel earlier on Tuesday evening.
“I appreciated the call earlier tonight with @crackerbarrel. They thanked President Trump for weighing the issue of their iconic” original “logo. They wanted the president to hear that they heard him, along with the customer’s reaction (the ultimate poll), and would recover the” old timer “. He posted on X.
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A cracker barrel restaurant in Dumfries, Virginia. (Nathan Howard/Bloomberg/Getty Images/Getty images)
“Cracker Barrel has been a destination for comfort and community for more than half a century, and this fifth evolution of the brand of the brand, that works on digital platforms, as well as billboards and signs along the road, is a callback for the original and even more rooted in the iconic barrel shape and word marking that it all started in 1969,” the company.
When Cracker Barrel opened its first location in 1969, the logo consisted exclusively of a design with only text, with the name “Cracker Barrel”.
