Cracker Barrel reversed its logo change after backlash from conservatives and criticism by President Trump, who accused the brand of abandoning tradition. The controversy led to a decline in sales and a surge in negative public sentiment, according to Bloomberg. The incident shows how branding changes can spark political outrage and impact business. They write:
Sales at Cracker Barrel Old Country Store Inc. took a hit from the political firestorm that emerged after the chain updated its logo, underscoring the real-life business impact of social media outrage fanned by the president.
Transactions also slowed at the restaurants starting on Aug. 19, debit and credit card data from Bloomberg Second Measure show. That’s when the company unveiled a new emblem that modernized the font and removed an overalls-clad man known as Uncle Herschel. […]
Cracker Barrel relented the next day and restored its old logo after President Donald Trump weighed in. […]
“People came in, and I got phone calls,” said the manager, Dwight, a 22-year employee of Cracker Barrel, who asked to be identified by his first name only. “Oh, people do care about the brand. They were very passionate.” […]
By Aug. 28, a day after the company said it would scrap the new logo, server Tiffany Kryka and her colleagues were busy again at the Kennesaw location.
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