New Interior
An interior of a Cracker Barrel restaurant before a remodel. - Jeff Greenberg/Universal Images Group/Getty Images
Still, Cracker Barrel risks confusing its customers with a rebrand, especially with its recognizable logo and decor, according to Anjali Bal, associate professor of marketing at Babson College. “This risk is amplified if the company misjudges the market or fails to communicate the change effectively,” she told CNN. “In Cracker Barrel’s case, they’ve retained their color palette but altered their iconic logo, which is likely to face resistance simply because of how recognizable it is. That could spark curiosity among new customers, but it may also upset long-time patrons.” Bal added that the updated logo makes Cracker Barrel “stand out less and risks diluting the brand’s uniqueness,” but the “challenge is ensuring that modernization doesn’t come at the expense of brand recognition or emotional connection.” In June, Cracker Barrel posted an unusual earnings report for a restaurant: It’s taking a $5 million hit from tariffs because of its retail shops, which largely has products imported from overseas. Restaurant revenue and same-store sales both slightly grew, mirroring other increases casual dining chains are experiencing.
“They’ve retained their color palette but altered their iconic logo, which is likely to face resistance simply because of how recognizable it is.”
HOSPITALITY NEWS SEPT | Page 35
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