Cracker barrel removes Uncle Hershel from the logo, and faces a reverse reaction to the customer

Craft barrel She found herself at odds with her fans after removing “Uncle Hershel” from his slogan. The company revealed its only renovated design for the design, which sparked a violent reaction and drowned its share price.

The original 1969 logo was only a text, but the 1977 addition has now become an essential element in its brand.

While fans are concerned that the brand rename is a symbol of the largest cultural changes in the company, Craacker Barrel Julie Felss Masino has reduced criticism in an interview with “Good morning America”

Masseno said in the interview that the comments were “very positive.” Masino also shared that the managers of many sites were asking for a reshaping, adding that “the comments and the tinnitus are very good, not only from our customers, but from our team members.”

Craft barrel stocks drown in the middle of the slogan of changing the reverse reaction

Eric Russell knows a better crushing barrel than most of them. As a former employee for nearly 10 years, Restaurant It has a personal meaning for him.

“I have worked there, mainly, since I got out of high school when I finished the university. So yes, I mean, (it was) a large part of my life,” Russell told Fox Business:

After changing the logo, Russell-who is now working as a brand designer-is now in the Ferral function of X, which he said the company is committing the “brand suicide”.

“I think many people only see that the Cracker Prel barrel is just another company … but for me, the company was much more, as you know, based on the values ​​that the company represents for me, the people I met there, and the people I still know there and the experiences I have there,” told Russell Fox Business.

Russell explained the changes he seen internally and how the company moved away from representing “more than that Traditional time in America”

Craacker Barrel joins

The former Cracker Barrel barrel employee said long ago while joining Bob Jones University Restaurant To be great, as the school had a base against students working in institutions that serve alcohol. Craacker Barrel did not have alcohol in its list until mid -2012.

The change in alcohol policy was not the first sign that the company was moving in a different direction. Russell recalls how you changed the Cracker’s barrel dress bases for employees, and the transition from asking some hair hair and broken face hair until it is more relaxed. He admitted that the rules alone were not what made the company’s culture, but rather a mixture of factors.

“The rules do not necessarily have any magic for them, but I think that when all these things add together, along with the positions inside the store, the way the manager imposed the code of behavior, I think you are getting a picture of a place that understands family values, understands traditional values, attracted a certain type of customer, and attracted a certain type of employee,” Russell said.

When it comes to the symbolism of the new Cracker Barrel logo, Russell said, “It requires a lot of reading between the lines”, but those who know what they are looking for “will see it. As a drawing of graphics and brand, he said the logo is more than just a logo.

“There is nothing like” just a slogan, “Russell said. This does not mean anything. What makes the slogan meaning and what makes the brand meaningful is the communication that represents your customers. “

CEO Craacker Barrel Julie Felss Masino and the new slogan: What do you know

Compare a messaging messenger of lightning barrel GAP logo change Design, saying that customers develop a “specific emotional connection” with such distinctive symbols.

Despite his disappointment from the changes made by the company, Russell is still a fan of the biscuit barrel and even eating it on the same day that he spoke with Fox Business. He said he usually orders outside the list, “because if you know how to replace Cracker, you can get what you want greatly.” Fox’s work gave his advice on what he asked.

“If you go on Sunday and get the Homstyle chicken and replace the biscuits for the elites, you can make a delicious fried chicken sandwich with tomatoes, lettuce, onions and all the salads of salad, which is free and then you can get the three sides.”

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In response to the Fox for comment, Cracker Barrel said its values ​​have not changed.

“Our values ​​have not changed, and the heart and spirit of the crusher barrel has not changed. Uncle Hershel remains at the forefront and the center in our restaurants and on our list. It is the face of the” Hirschil Road “, the barrel barrel said in a statement.

“Cracker Barrel was a destination for comfort and society for more than half a century, and this fifth development of the brand logo, which works through digital platforms as well as advertising paintings and road marks, is an invitation to the original and the most rooted in the form of the famous barrel and the word brand that started everything in 1969.”

After the new slogan, Cracker Barre has witnessed the worst chain in months, as Cracker Barrel (CBRL) fell more than 12 % on Thursday, a sharp decrease since April, before the session ended more than 7 %. The decrease is wiped by more than $ 90 million in the market value.

Amanda Massias of Fox News Digiki contributed to this report.