As any brand expert will tell you, a brand is not a logo. It’s an experience. It is a value proposition. It is what differentiates you from your competitors. So does Cracker Barrel’s announcement this week of an overall brand refresh and new logo make sense? Despite a huge stock loss in the aftermath, I believe so.
Time was, for me and many of my friends growing up in Illinois, a journey south to Disney World or parts nearby meant the opportunity to visit the geographically southern, Tennessee based restaurant, founded in 1969, with its “country cooking” and curious but entertaining peg board game. My parents seemed satisfied with the prices and the overall experience was like home away from home.
Much has changed since then as the restaurant chain has grown into 44 states with over 600 restaurants with increased competition and evolving culinary tastes toward healthier eating. At the same time, inflation and food prices have shrunk portion sizes and, as with any restaurant, customer service is often suspect due to low wages and high turnover.
The logo change signifies an overall refresh of all aspects of the restaurant, according to CEO Julie Felss Masino, who previously held key roles at Starbucks, Taco Bell and Fisher-Price. This will include updates to the menu, overall décor and gift shop. Her reasoning: Keep Cracker Barrel “relevant” to old and new generations. The risk: Alienating your core, older patrons who, theory would have it, could hand down the patronage tradition to their children and grandchildren. Then again, overall sales have dropped significantly in recent years so something is amiss.
Will the grand experiment work? Only time will tell. Judging by the media coverage, people are paying attention. But despite the logo (which I think looks a bit too much like Golden Corral) the keys will be better food, better service and a better overall dining experience that can be enjoyed by young and old and everything in between. Baked apples for everyone.