Cracker Barrel Halts Restaurant Remodels

The proverbial “other shoe” has dropped at Cracker Barrel. First, the restaurant chain ditched its new logo, and now on it’s doing the same with a planned chainwide store update.

The family-style eatery made that disclosure on its web site, in a posting bearing this headlined: “We Hear You: Your Old Country Store is Here to Stay” followed by this message [reproduced below in part; click here for the full statement]:

“You’ve shared your voices in recent weeks not just on our logo, but also on our restaurants. We’re continuing to listen. Today, we’re suspending our remodels. If your restaurant hasn’t been remodeled, you don’t need to worry, it won’t be.”

“We heard clearly that the modern remodel design does not reflect what you love about Cracker Barrel. We had tested this design in only four out of 660 locations, and we won’t continue with it…”

“… The vintage Americana you love will always be here – the rocking chairs on the porch, our fireplaces and peg games, unique treasures in our gift shop and antiques pulled straight from our warehouse in Lebanon, Tennessee …”

“With our recent announcement that our ‘Old Timer’ logo will remain, along with our bigger focus in the kitchen and on your plate, we hope that today’s step reinforces that we hear you.”

What’s the lesson here for other businesses – especially other so-called “heritage brands” like Cracker Barrel attempting to update their image/draw in new customers?

“The key takeaway for business leaders is that branding decisions carry emotional weight, Tatiana Dumitru, a senior branding specialist and founder of PRETEE Creative, told Forbes magazine. “… Cracker Barrel’s refresh fell short because it stripped away the very elements that conveyed tradition and familiarity, creating disruption and confusion about the brand’s identity.”