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Crackers Got Salty
Cracker Barrel’s current CEO, Julie Felss Masino, has apparently screwed the pooch again. :Roll: The vegan sausage folly taught her nothing, and the failure that was her “modernized” redesign of the iconic restaurants also seemed to teach her nothing. Now she’s decided to minimalize Cracker Barrel’s logo, removing everything about it that branded the chain.
Crackers Got Salty About That Logo
And, as you can see above, Americans have almost immediately responded – cruelly, sarcastically, and extremely harshly. They’ve decided that Cracker Barrel is now a Leftwing, Democrat establishment. Essentially, relegating the 55 year-old restaurant chain to locus non grati status.
And, despite Felss Masino’s people trying to play this all off as just griping from a “vocal minority,” this latest affront to their customers has already cost Cracker Barrel a barrel of money. In just 48 hours, shares of Cracker Barrel (CBRL) fell $4.22 (7.2%) to $54.80 during Thursday’s trading, shedding $94 million in market value. The stock had dipped to a low of $50.27 earlier in the day, representing a loss of almost $200 billion in its capitalization. And yes, that’s orders of magnitude worse than the $1.4+ billion in sales that Dylan Mulvaney cost AB InBev.
For the record, I didn’t care about the addition of vegan sausage to Cracker Barrel’s menu; I despised the modern decor – might as well be Bob Evans; and don’t really care about the new logo, which matches current trends in logo design. But, here’s the thing: I don’t need to agree with all the details of the outrage. I just need to understand that it’s real and that it has the power to fuck Cracker Barrel.
And, much more importantly, Cracker Barrel’s current CEO, Julie Felss Masino, needs to understand that and should have already understood it. Angering and alienating your existing customers, presumably in the hope of attracting completely different ones, is a non-success strategy almost every single time.
Honestly, Cracker Barrel’s BoD needs to fire Felss Masino… and possibly nail her in a barrel and send her over some waterfall. 😉
And, the very, very, very first thing either the BoD or the CEO needs to do is hire – and I don’t care how much she costs – Sydney Sweeney to shill for Cracker Barrel. 😆 Honestly, there’s not much else they can do if they want to turn things around in the next couple of quarters.
Tags: America | Americana | Business | Cracker Barrel | Failure | Felss Masino | Outrage | Society | Stupidity
