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We’ve all seen the new Cracker Barrel logo, right?
I’ll be honest, I don’t have strong opinions about Cracker Barrel because we don’t have them up in these here parts. The few times I’ve been to one, I’ve enjoyed the food, and dig the aesthetic so much I bought two rocking chairs for my front porch. But it’s a regional thing. We have diners for breakfast, and if I want to spend a ridiculous amount of money to go out to eat, I’d rather go to a local restaurant.
And I know the streets say I should be all derpity derp WOKE DEI AWFL derp derp, but feelings don’t always care about your facts, regardless of the valiant effort my dude Lane has been attempting to make.
However, the chain got savaged by rival brand, the increasing based Steak ‘n Shake (where they now cook their fries in tallow). Their post delves into a broader issue with marketing firms, revealing why, despite CEO claims to the contrary, customers universally hate these rebrands.
“Sometimes, people want to change things just to put their own personality on things. At Cracker Barrel, their goal is to just delete the personality altogether. Hence, the elimination of the ‘old-timer’ from the signage. Heritage is what got Cracker Barrel this far, and now the CEO wants to just scrape it all away.At Steak n Shake, we take pride in our history, our families, and American values. All are welcome. We will never market ourselves away from our past in a cheap effort to gain the approval of trend seekers.”
Preach.
It’s similar to the Bud Light brew-ha-ha in this regard. Take a brand beloved by America. Say it needs to be changed in order to justify your job. Hire marketing firms from New York City run and staffed by people who hate the parts of America outside of New York City and don’t understand why the parts outside of New York City hate them. Ruin everything customers like about your brand to appeal to Park Slope and the Upper West Side, who will never use your brand. Act surprised that there is backlash to marketing changes that the people who enjoy the product never wanted to appeal to people who don’t and never will.
Exhibit Q:
It reminds me of a scene from Yellowstone. Kayce was explaining “transplants” to his son, describing how people move from the city out into real America and then do everything to turn that place into the place they left.
Son: That don’t make sense.
Kayce: Not one bit.
If these CEOs and decision makers talked to anyone, literally anyone, outside of Manhattan, they might realize that on their own. Instead, Cracker Barrel can wake up and smell the $100 million loss in stock evaluation.
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Brodigan is Grand Poobah of this here website and when he isn’t writing words about things enjoys day drinking, pro-wrestling, and country music. You can find him on the Twitter too.
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Author: Brodigan
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