‘Bar Rescue’ host Jon Taffer argues Cracker Barrel management ought to be ‘disempowered’ after rebrand catastrophe on ‘Varney & Co.’
After Cracker Barrel yanked “Uncle Herschel” from its emblem in favor of recent textual content that some seen as too woke, the backlash was swift and livid. Clients and influencers cried foul, and even President Donald Trump referred to as on the chain to undo the transfer, which it did late Tuesday.
“We thank our company for sharing your voices and love for Cracker Barrel. We stated we might hear, and we now have. Our new emblem goes away and our ‘Outdated Timer’ will stay. At Cracker Barrel, it’s at all times been – and at all times shall be – about serving up scrumptious meals, heat welcomes, and the form of nation hospitality that looks like household. As a proud American establishment, our 70,000 hardworking staff sit up for welcoming you to our desk quickly,” the corporate stated in a message.
“Bar Rescue” host Jon Taffer, who is named a hospitality wiz, gave his tackle what went flawed and what he’d do if he was operating the corporate, beginning on the prime.
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“The advertising individuals, the graphic individuals, the inside design individuals and the executives who receives a commission to know their buyer. They receives a commission to react to the likes of that buyer. Each certainly one of them fully blew it. So, as a CEO, the very first thing I’d do is get all of them out of this. They shouldn’t be making any choices going ahead,” he advised FOX Enterprise’ Stuart Varney. “They need to all be disempowered from making choices going ahead. Each single certainly one of them,” he suggested.
Cracker Barrel CEO Julie Felss Masino was noticed in Tennessee however declined to reply FOX Information Digital’s questions concerning the firm’s short-lived emblem change. (Credit score: Fox Information Digital / Zak Bennett)
Cracker Barrel CEO Julie Felss Masino stays in her position. She didn’t reply FOX Enterprise Digital’s questions on Thursday when requested concerning the emblem flip-flop outdoors an organization workplace in Tennessee.
| Ticker | Safety | Final | Change | Change % |
|---|---|---|---|---|
| CBRL | CRACKER BARREL OLD COUNTRY STORE INC. | 59.82 | -0.24 | -0.40% |
The 56-year-old model and the firm’s market worth took a serious hit, shedding as a lot as $143 million on the peak of the disaster. As of Friday, these losses have been trimmed to $20.04 million. Shares recovered as nicely, down 1.48% from shut on Aug 18, 2025, as tracked by Dow Jones Market Knowledge Group.
Taffer honed in on the significance of the model.
“When you check out what the idea is, it has authenticity to it. Ideas which have authenticity have to be revered,” he stated. “What occurred to Cracker Barrel is that they tossed away their authenticity. They tossed away who they’re.”
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Trump famous in a Reality Social put up earlier than the corporate determined to scrap the brand new emblem that the misstep generated a lot “free publicity” for the restaurant chain.
Normal view of a Cracker Barrel Nation Retailer in Fishkill, New York, on Aug. 25, 2025. (Richard Beetham for Fox Information Digital / Fox Information)
“Cracker Barrel ought to return to the outdated emblem, admit a mistake primarily based on buyer response (the last word Ballot), and handle the corporate higher than ever earlier than,” Trump wrote. “They obtained a Billion {Dollars} price of free publicity in the event that they play their playing cards proper. Very difficult to do, however an awesome alternative. Have a serious Information Convention at this time. Make Cracker Barrel a WINNER once more. Keep in mind, in only a brief time frame I made the USA of America the ‘HOTTEST’ Nation wherever within the World. One yr in the past, it was ‘DEAD.’ Good luck!.”
Customers shortly spoke out towards Cracker Barrel after it unveiled a brand new emblem that eradicated the imagery of a person leaning over a barrel and as an alternative simply has the restaurant’s title in black textual content over a yellow barrel-shaped backdrop. (Cracker Barrel / Fox Information)
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Taffer agreed with Trump’s take.
“What the president stated is, in reality, true,” Taffer stated. “The whole nation is watching and listening to this. Consider that chance.”
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“What in the event that they stated, ‘you realize what, we will put out 5 or 6 logos. We wish you to vote on them. We’re going to place in three menu objects. We’re not going to alter the inside. We’re simply going to make it higher – we discovered who we’re,'” he added.
