The headlines, fans, social media, and the stock price seem to be saying Cracker Barrel has made a huge mistake in its rebrand.
Like “New Coke” level if you believe the hype.
But it’s actually not so bad…and it actually may be borderline genius.
Cracker Barrel has changed three big things. Let’s break them down.
The logo
Admittedly, this is one they could have done better here. The old iconic logo you see above has been replaced with a hexagonal yellow background with the Cracker Barrel name. Instead of the charm of the guy sitting with a barrel, you get a generic logo with the distinctive colors.
It makes sense to try to get younger customers who don’t “get” the old-timey logo, but the new logo could have been done better.
Effect: People will get over it.
The store lighting and decorations
This is a nice win once customers get over the change.
They’re testing out a more well-lit interior, less clutter, and stuff like bookshelves. It still has the charm of yesteryear, but without as much of a feel of a garage sale.
It makes Cracker Barrels feel cleaner and more modern (but not TOO modern).
Effect: A big win! Again, once people get over it.
The Menu
If Cracker Barrel made big menu changes, that could have really been a disaster.
But they didn’t.
Instead, they just rolled out a new seasonal menu with these items:
- Uncle Herschel’s Favorite (A prior favorite but now with the option of a New York Strip!)
- Sausage & Egg Hashbrown Casserole
- Bacon & Egg Hashbrown Casserole
- Butter Pecan French Toast Bake
- Herb Roasted Chicken
- Hashbrown Casserole Shepherd’s Pie
- Slow-Braised Pot Roast
- Butter Pecan Sticky Buns
- Cinnamon Roll Skillet
- Brown Sugar Latte
- Wild Berry Tea
If the worry is that Cracker Barrel will go from old-fashioned comfort to bougie, you can put those worries to rest.
The only thing on that list that’s a little trendy is Starbucks-like Brown Sugar Latte. Otherwise, it’s a whole lot of casseroles and deliciousness like the Cinnamon Roll Skillet.
Effect: Just a little seasonal spice to the menu.
Bottom line, Cracker Barrel is wisely refreshing a brand that’s arguably been in decline as its most ardent fans age.
But they really didn’t do anything drastic. It’s just that people on social media and in the news react to EVERYTHING like it’s the biggest deal ever.
Good moves, Cracker Barrel!
Just don’t ever touch Grandpa’s Country Fried Breakfast…
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