Cracker Barrel scraps new logo after backlash

US restaurant chain Cracker Barrel has deserted plans to undertake a brand new brand following fierce backlash.”We thank our friends for sharing your voices and love for Cracker Barrel. We stated we might hear, and we’ve. Our new brand goes away and our ‘Outdated Timer’ will stay,” the corporate stated in a social media put up.Cracker Barrel acquired criticism after it unveiled a contemporary model of its brand which scrapped the “Outdated Timer” determine.President Donald Trump, who was amongst these slamming the rebrand, applauded the reversal, saying: “Congratulations ‘Cracker Barrel’ on altering your brand again to what it was. Your entire followers very a lot respect it”.The brand new model of the brand, which was unveiled together with a brand new menu on 19 August, eliminated the picture of a person sitting in a chair and leaning in opposition to a barrel – often known as the “Outdated Timer” – and changed it with an emblem that includes solely the chain’s identify. That sparked accusations that the corporate, recognized for its Southern-style consolation meals and nostalgic ambiance, was abandoning its roots. President Trump urged the model to return to its outdated brand, and “admit a mistake primarily based on buyer response (the final word Ballot), and handle the corporate higher than ever earlier than”.He stated the chain has “obtained a Billion {Dollars} value of free publicity in the event that they play their playing cards proper”, including: “Make Cracker Barrel a WINNER once more”. David Johnson, CEO of branding company Strategic Imaginative and prescient PR Group, advised the BBC’s US associate CBS that the rebrand was a “flop”.”What they did unsuitable is that they went in opposition to their model story, which was the outdated brand, that mirrored the southern, whimsical ambiance within the shops.”Shares within the firm nosedived by round 7% following the announcement.In its assertion on X saying the reversal on Thursday night, the corporate stated: “At Cracker Barrel, it is at all times been – and at all times will likely be – about serving up scrumptious meals, heat welcomes, and the form of nation hospitality that appears like household. As a proud American establishment, our 70,000 hardworking workers look ahead to welcoming you to our desk quickly.”Based in 1969 in Lebanon, Tennessee, there are actually greater than 600 Cracker Barrel eating places throughout the US. Shops usually have a entrance porch with rocking chairs, and a present store. Eating places serve Southern-style meals equivalent to mashed potatoes, hash brown casserole and macaroni and cheese.