Cracker Barrel is embroiled in controversy over a rebranding effort spearheaded by CEO Julie Masino.
According to Daily Mail, critics cite negative impacts on brand identity, employee conditions, and food quality as the company faces backlash over its new image.
Masino, who earns $1 million annually, has become the focus of criticism following the decision to replace the Uncle Herschel mascot with a new logo featuring the brand name in a yellow hexagon. Employees have accused her of slashing working hours and compromising food quality. As a consequence of these changes, Cracker Barrel's market value plunged by nearly $100 million.
Frustration has mounted among employees who have aired grievances on platforms like Glass Door and social media. A crew member from Minnesota expressed concerns about wage reductions due to cut hours and the quality of food being served. An associate manager from South Carolina echoed these sentiments, lamenting the company's new leadership direction.
A general manager from Maumee, Ohio, criticized management practices, attributing them to an untraditional approach to employee relations from top management. Management's decision has drawn criticism from a wide demographic, including public figures and everyday customers.
Donald J. Trump Jr., known for his vocal opinions, shared his disapproval of this significant shift in the brand's image, while customers on social media called for a boycott of the restaurant chain. One dissatisfied user described the rebranding as "one of the most upsetting things" they had seen recently.
The logo alteration is the first for Cracker Barrel in 48 years, causing uproar among dedicated patrons and contributing to a tangible impact on the company's financial performance. On Thursday, Cracker Barrel's market value fell sharply, much to the chagrin of shareholders.
Moreover, fellow restaurant chain Steak ’n’ Shake issued a statement criticizing Cracker Barrel's deviation from its heritage. Their statement emphasized the importance of maintaining history, tradition, and American values, suggesting that Cracker Barrel's new direction could jeopardize its foundational identity.
The backlash from the public has included calls for Masino's resignation, with charges of her having "destroyed the brand." Complaints of decreased food quality were common, with reports of serving bacon that was reportedly "over a day old."
Julie Masino appeared on Good Morning America to defend the rebranding initiative. She explained that the changes were necessary to position Cracker Barrel for future success while maintaining elements that loyal customers appreciate.
People like what we’re doing. Cracker Barrel needs to feel like the Cracker Barrel for today and for tomorrow. The things that you love are still there. We need people to choose us, and we want people to choose us.
Despite Masino's assertions, a social media user argued against her stance, suggesting that feedback from the public had not been overwhelmingly positive. Such sentiments fuel ongoing calls for Masino's removal as CEO, questioning the brand's direction under her leadership.
Meanwhile, the Daily Mail reached out to Cracker Barrel for comments in light of these employee and customer allegations. The response from the company remains under scrutiny as it seeks to navigate through this wave of criticism.
While some supporters believe the rebranding is a step towards modernizing Cracker Barrel, others remain unconvinced. They view these changes as detrimental to the traditional image that has defined the company for nearly five decades.
Masino's approach to embrace modernity faces an uphill battle to reconcile opposing viewpoints among stakeholders. The call for a return to previous practices continues to resonate across social media platforms.
In summary, Cracker Barrel is embroiled in a contentious debate over its new logo, organizational changes, and effects on workplace conditions. Public figures, employees, and customers alike are weighing in, with many demanding accountability and a reevaluation of the company's strategy moving forward.
