Our boys had the privilege of knowing one of their great-grandmothers. They were teenagers when she passed into Glory. Over the years, she cooked some delicious food. Green beans, dressing, fried pies, biscuits, cakes, chocolate pie … she was the quintessential Southern cook.
When our son was three years old, he tried Mom-Maw’s chocolate pie. Though struggling with a speech delay, he went over and patted her on the arm and smiled at her for the treat! After that, she baked him a chocolate pie every year for his birthday. At 89, she had to lean on her walker while she made it in her kitchen, but she was determined not to disappoint him.
According to Good Neuroscience on Instagram, studies show that people return to familiar things when they feel emotionally drained. The repetition provides a sense of control and emotional steadiness.
I can testify to that when it comes to hard times. I watched Hallmark’s “Christmas in July” movies because my mom and I watched them together when she had Alzheimer’s.
Similarly, we have taken our boys to Cracker Barrel over the years because the atmosphere was comforting. The menu was full of Southern food everyone liked. We could talk, laugh, play checkers, enjoy the crackling fireplace, and relax. We didn’t need sophistication. We needed a family-friendly atmosphere and a place that felt like home. We know the simple things in life can be most enjoyable and meaningful.
That’s probably why some folks are up-in-arms about Cracker Barrel changing décor, logos, and especially some of the food.
In 1985, Coca-Cola tried a little experiment. They, too, were trying to adapt to evolving customer tastes. Pepsi had gained some popularity among younger consumers, so Coca-Cola panicked a bit. They introduced “New Coke” in April that year. The backlash was so detrimental that Coca-Cola was forced to reintroduce the old recipe, deeming it “Coca-Cola Classic.” The company kept the new recipe alongside the old version, eventually phasing it out slowly.
What did Coca-Cola do right? They listened to their customer base. They quickly acknowledged that customers missed the original recipe and brought it back with an acceptable new name. Cracker Barrel seems to be taking a page from their book.
Initially, Cracker Barrel CEO Julie Felss Masino wanted us to think that reactions to her company’s rebrand were all sunshine and roses. But on Tuesday, Cracker Barrel caved, announcing its new plan to scrap the new logo and keep the "Old Timer" instead, due to customer backlash.
Until that announcement, customer reactions to Cracker Barrel changes have been nothing short of hilarious. One lady described the new décor as “Bath and Body Works + IHOP had a baby.” One guy described it as iconic Americana got replaced by a Chip and Joanna Gaines’ makeover. One guy simply said, “Bless their hearts,” which is the most brutal Southern thing you can say.
Until Tuesday, Masino was either trying to ride the $100 million stock plunge with dignity, or she was on a formidable antidepressant. Either way, she must have been shielding her eyes from the media. Bolt Health founder Kevin Dahlstrom described it like this:
The holy grail of marketing is to create a brand that customers give a damn about – and feel some ownership of. It’s exceedingly rare when you have that – as Cracker Barrel did – you NEVER EVER abandon it, you only double down on it.
Can Cracker Barrel recover from this self-created debacle? Chris Daniel, a broadcast technologist, posted several ideas for a Cracker Barrel rehab program. In the spirit of Chick-fil-A, Cracker Barrel needs to train staff to be exceptionally courteous. Keep coffee cups full, keep the sweet tea coming, and bring more homemade biscuits. Stop changing the décor. If your local restaurant hasn’t been redecorated yet, don’t let anyone in carrying beige paint. Grandma’s house had some nice clutter, old pictures, and quirky collections. We’re literally trying to revisit Grandma’s house when we drop by this Old Country Store and sit down for a meal.
Additional suggestions from Daniel include giving Massino a job at Cracker Barrel. She can be a server, a cashier, or even better, clean the restrooms! Let her experience the journey Sam Walton took to build the Walmart empire. Toss the gas fireplace logs. For real, when did that happen? Return the pegboard games that contain the word “ignoramus.” The only time my boys could call me an ignoramus without disciplinary repercussions was at Cracker Barrel, and even that’s been taken from them. Ditch sophisticated menu items. For the love, no quiche or vegan options. We want homemade biscuits, fattening hash brown casserole, and Coca-Cola cake.
Massino obviously didn't research the trends of Generation Z before launching her rebrand. Born between 1997 and 2012, Gen Z kids value authenticity. Yes, they are kids of the digital age, but many cherish tradition and have been moving towards conservatism since 2020. And according to a 2024 Outkick article, Gen Z loves Cracker Barrel! Not just because of the food, but ironically, for their clothes. Gen Z is finding comfort in old vintage sweaters and crewnecks that I may or may not still have in my closet. You know who is the most nostalgic generation since Generation X? You guessed it – GEN Z.
So, Cracker Barrel – if you’re listening – you can hang on to those quilts, vintage clothes, and seasonal decorations. You can save on the beige paint because we don’t want to sit in a sterile room eating our Old Timers breakfast. We want an old country store and a crackling fireplace. You can even drop the booze. Trust us, America doesn’t come to Cracker Barrel for alcohol. Whatever you have left with Uncle Herschel and the barrel on it – keep it. Your stock may just stop tanking if you start making some commercials with families playing checkers and Gen-Zers trying on your store clothes.
Despite Cracker Barrel going off the rails, thank the Lord one thing will never change: Waffle House.
Kristin Landers is a substitute teacher and freelance writer. Landers’ previous work includes serving as Communications Director for the Alabama Policy Institute and working for Citizens Against a Legalized Lottery (CALL) to defeat legalized gambling in the state of Alabama.
The views and opinions expressed here are those of the author and do not necessarily reflect the policy or position of 1819 News. To comment, please send an email with your name and contact information to [email protected].
Don't miss out! Subscribe to our newsletter and get our top stories every weekday morning.
