Op-ed views and opinions expressed are solely those of the author.
Cracker Barrel saw the light! The Bud Light!
After losing more than $140 million in market value and receiving massive consumer and media backlash, the company decided not to stuff Uncle Herschel into his barrel and roll him out behind the barn to face Old Yeller’s fate.
A rebuff and solid advice from President Trump may have been the light switch that convinced its CEO, Julie Masino, to see the marketing chaos she was sowing and pull the plug on her terrible rebranding plan.
In the most understated corporate mea culpa uttered since Bud Light’s “ Oh, *&%^!” after it abandoned and mocked its loyal male beer swillers, Cracker Barrel said it could have done “a better job in its rebranding efforts.”
Cracker Barrel’s entire marketing, advertising, and public relations teams were destined to join their confused Bud Light, Target, Jaguar, and New Coke counterparts in the Corporate Hall of Fame’s “Abysmal Failures” section.
Together, this collective crew of corporate marketing nitwits may have erased almost a billion dollars or more of market value from their respective companies.
CEO Masino finally stopped shoveling her way to the bottom of the barrel as Uncle Herschel wiped off the dust, hitched up his overalls, and settled back in his rocker.
The 56-year-old company’s awful plan to pursue a streamlined look over the cozy country flavor customers say they enjoy appears to be as dead as Jaguar’s sales, New Coke, Target’s Pride clothing line, and Bud Light’s appeal to men.
Initially, the company told folks its new “All The More” campaign was meant to honor its legacy while bringing new energy to the brand. That corporate mumbo jumbo alone should have sounded internal alarm bells that something bad was about to happen.
What the Dickins does “All The More” mean to anybody but mealymouthed marketing blowhards, blah-blahing during a PowerPoint pitch to an internal audience of in-house marketing and external advertising agency stuffed suits attempting to impress each other?
Have any of those people who make marketing decisions at Cracker Barrel corporate headquarters and its agency ever visited one of the restaurants? Have they eaten at one, mingled with customers, sat in a porch rocker, and asked questions? It appears that was at the bottom of their “To Do” list, far beneath “Have dinner and cocktails at Mastro’s Steakhouse in NYC with a new branding agency.” I’m assuming chicken and dumplings isn’t on Mastro’s menu.
CEO Masino told the Wall Street Journal that her chain had done extensive customer research before tackling any of the updates. She needs to have a stern conversation with the folks who told her that whopper before telling them to clean out their desks.
Ms. Masino didn’t need to bring “New energy” – whatever that means – to the company. This gal needed to bring new customers to it. She was doing the opposite. Legacy, business, and social media were filled with scathing criticism of the company as it raced to the bottom of the barrel (Sorry, but phrases with “barrel” just keep popping up).
The company is now taking advantage of the massive publicity bonus President Trump handed them when he publicly chimed in, providing sound advice saying: “The company Cracker Barrel should go back to the old logo, admit a mistake based on customer response (the ultimate Poll), and manage the company better than ever before. They got a Billion Dollars’ worth of free publicity if they play their cards right. Very tricky to do, but a great opportunity. Have a major News Conference today. Make Cracker Barrel a WINNER again.”
Following the President’s comment, the company reacted positively, and Cracker Barrel stock (CBRL) shot up +10%.
Its acceptance of the President’s advice may save the company. So, instead of joining Aunt Jemima, Uncle Ben, and the Land O Lakes Indian gal at the home for rejected advertising icons, Uncle Herschel is back on the porch.
The next time I go to a Cracker Barrel, I don’t expect to see a bikini-clad Dylan Mulvany sitting in a rocker sipping a Bud Light with his Jaguar parked out front? I anticipate seeing normal everyday folks enjoying the old-timey surroundings as they dig into their chicken-fried steaks.
The company should add a Trump blue plate special tribute item to its menu in appreciation.
DONATE TO BIZPAC REVIEW
Please help us! If you are fed up with letting radical big tech execs, phony fact-checkers, tyrannical liberals and a lying mainstream media have unprecedented power over your news please consider making a donation to BPR to help us fight them. Now is the time. Truth has never been more critical!
- Affordability? Its Democrats we can’t afford! - November 22, 2025
- Good to the last customer? - October 8, 2025
- Charlie Kirk’s murder America’s “turning point”? - September 16, 2025
Comment
We have no tolerance for comments containing violence, racism, profanity, vulgarity, doxing, or discourteous behavior. Thank you for partnering with us to maintain fruitful conversation.
BPR INSIDER COMMENTS
Scroll down for non-member comments or join our insider conversations by becoming a member. We'd love to have you!
