President Donald Trump places emphasis on the disappearance of America’s favorite “old timers.”
Cracker Barrel has undergone much scrutiny over the last few days after leading its beloved Southern Comfort chain to a major forced error by unveiling CEO Julie Fels Masino with a new logo and design for a whitewash restaurant that fundamentally rethinks the aesthetics of the Tennessee-based chain.
The new logo will be eliminated, like barrel icons and the old man Uncle Herschel, who was part of a popular chain for nearly half a century.
Now Trump – undoubtedly a personal and professional branding expert – offers his 2 cents.
In a post on Truth Social Accounts, Mesino wrote, “We should go back to our old logo, acknowledge our mistakes based on customer response (the ultimate poll) and manage our company more than ever.”
“They got $1 billion worth of free advertising if they played the cards correctly,” he wrote. “It’s a very tricky, but a great opportunity. Have a massive press conference today. Make the cracker barrel a winner again. For a moment, we’ve made the United States the “hottest” country of the world. A year ago, it was “dead.” Good luck! “
However, at this point, it doesn’t seem like Meino has been at the helm of the cracker barrel since November 2023, but there are no plans to turn the course back.
In an interview on “Good Morning America,” she argued, except for online evidence that the brand’s overhaul received “overwhelmingly positive” reviews.
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Despite the CEO’s claims, the company’s shares plummeted a market value of $143 million, according to Fox Business. A few days after the almost constant denunciation, the restaurant chain issued a statement acknowledging that it had not changed, but that minimalist brands should have been handled differently.
The statement suggests that the company’s leadership doesn’t fully grasp how much their audience likes the brand.
“If the last few days are showing us something, it’s that people care deeply about cracker barrels,” read the company’s statement. “We are truly grateful for your sincere voice. You also showed us that we were able to do a better job of who we are and who we are.”
The statement continues, indicating that Uncle Herschel is no longer part of the brand’s outward orientation, but he will still be featured in several ways.
“Uncle Herschel is featured in our menu (Ankle Uncle’s favorite breakfast platter), on our road signs and on our country store,” the Damage Control statement said. “He’s not going anywhere – he’s family.”
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