Cracker Barrel CEO Julie Masino is stepping down after a three-year tenure following her disastrous attempt at rebranding, from which the iconic restaurant chain still has not fully recovered. Masino’s rebrand included removing “Old Timer” from the company logo, taking down nostalgia pieces from the walls, lightening the interior color scheme, and changing the menu, The Wall Street Journal reported.
The rollout of Cracker Barrel’s new logo last August particularly did not go well, with the stock falling from a closing of $58.80 to $50.54 the following day, resulting in a $100 million market value loss.
Cracker Barrel has now gone back to their original all-day breakfast menu featuring classic comfort foods like buttermilk pancakes, biscuits n' gravy, eggs, and smoked-meat specialties. Signature morning platters include the Country Boy Breakfast, Old Timer's Breakfast, and Grandma's Sampler.
What took so long?
ReplyDeleteGood. I am glad she was fired. Why these assholes come into a company and say, "this is working good, lets change it," Then when it bites them in the ass they are too stupid or obstinate to put it back the way the customers wanted it.. Good for CB, More businesses that have stupidly changed things for the worse ought to do that.
ReplyDeleteCracker Barrel's rebranding attempt just made some people notice that they also had been participating in and sponsoring some very un-family friendly events and activities, if you know what I mean. Not in keeping with their image at all. That made me start to wonder what sort of disgusting things might go on in the kitchen. Never going back again.
ReplyDeleteI can understand wanting to update the brand some but you also have to understand who you target demographic is. I don't think the under 30 crowd every really says "Hey, let's go to Cracker Barrel!".
ReplyDeleteLike the horsefaced idiot at Budweiser, Masino will move on to her next CEO job and ruin that company too.
ReplyDeleteThey need to get back to the "original" food as well. Not frozen biscuits and the other pre-made instant crap.
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