The CEO of Cracker Barrel celebrates a new logo and then admits serious damage to the brand

Less than a week CEO of Cracker Barre She appeared on “Good Morning America” ​​and made the tours that celebrate the new company logo, which is the chain of restaurants known for its old feeling, southern dishes and gift/desserts, now admitting that it made a mistake.

Julie Massino boasted that the reception she received was very positive and claimed that during a meeting with the managers of Florida, the highest question was asked, “How can I get a reshaping, when can I get a reshaping, and how can I get the list?”

Cracker Barrel admits that “it cannot do better” after a new reaction to the logo

After a fierce violent reaction from customers After watching the arrow price sinking during the past week, the company was forced to issue a statement on the changes. Although the statement did not move away from the design or the new concept, he made it clear that he knows that he had caused some damage to its brand.

The company said: “If the past few days show us anything, it is the extent of people in depth in the cracking of cracking. We are really grateful to your heartfelt sounds.” “I also made it clear to us that we can do a better function in the participation of who we are and who we will always be.”

The company said that what has not changed and “will never change” is that the criminal cruise barrel that was built when the Lebanon series was opened in Tennessee in 1969.

These values, which read the statement, are “hard work, beds and foods cooked with carefully made scratching.”

Cracker Barrel Executive insists on reshaping restaurants is “What the guests have requested”

The statement was also keen to pay one of the restaurant food: its food.

“The meat, the chicken n ‘dumplins, the rural fried meat slices, the sides that taste like Sunday dinner, and yes, the best pancakes in the world, are all here, with some new dishes that join the menu.” We also want to make sure that the Cracker barrel is here for the next generation of families, just as it was for you. “

Eric Russell, a former employee of the Krakir barrel, who is now designed for the brand, said the company is committing a “brand suicide.”

“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 relationship it represents for your customers. “

“Here’s what is really a tongue: this is not just a bad design. It is a message. It says:” We do not care about our primary audience. We are very busy trying to attract everyone and satisfy anyone. ”

He continued: “This is the reason why re -classification failed. Stop trying to be everyone. Stop wipe out what made people love you. Stop pretending to be” modern update “smart.”

Last week, Soon after that, the reverse reaction followedHe told Cracker Barre Fox Business in a statement that although the logo had changed, the company’s values ​​were not, and that Uncle Hershel McCartney, the uncle of the company’s founder, Dan Evens, and a good -intention ambassador in a barrel barrel, “remains at the forefront and the center in our restaurants and our list.”

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The company said the design is a greater indication of its original roots.

“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 signs on the side of the road, is an invitation to original and rooted in the form of the iconic barrel and the word brand that started everything in 1969.”

When Cracker Barre opened its first position in 1969, the slogan was only composed of a text design, and it is characterized by “Craacker Barrel”.

Fox Business Correspondents Greg Winner and Rashil Wolf contributed to this report.