Cracker barrels CEOs Masino accept in earnings call, by reducing customer connections for reputed style

Cracker barrel released the results of its fourth quarter earnings on Wednesday, but most of the attention was focused on the restaurant The rapid reverse of the chain Its controversial logo readsine which went viral online.

Company – based on Lebanon, Tenasi – Last year, a total revenue of $ 868 million, 2.9% below the same quarter. The company also said that the traffic has fallen by 8% since its simplified, text-couple people since August rollout. On Wednesday, the shares fell by about 10% in the shares trading.

On earning calls, Chairman and CEO Julie Massino admitted that the cracker barrel underestimated the deep connections that customers feel towards the company’s indifferent imagination.

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“We want fans and new guests for a long time experience the full story of people, places and food that make the firecrackers the barrel so special,” Masino told investors. “This is why our team quickly published to switch back to our old-timer people and has already begun to bend new marketing, advertisement and social media initiatives in Uncle Herschel and Nostalgia around the brand.”

In addition to the logo reversal, Masino said that the cracker barrel has started changing its four modern test stores back into traditional interiors. Cracker barrel Earlier this month it was revealed that only four of its 660 restaurants have passed through remodelies and confirmed that the project would not proceed. The update design replaced the brand’s signature American decoration with a smooth, minimal look.

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“We received a response from our guests in recent weeks and reactions to our brand refresh and Store remodels We are shown how deeply people care about the firecrackers barrels, “Masino said, saying that the new marketing will bow down with Uncle Herschel and brand apathy.” We thank our guests for sharing their voices and sharing love for the brand and tell us when we misunderstand. ,

However, Massino argued that the series, which have 70,000 employees, have not had synergy as consumer habits – when it comes to food, travel and technology – has changed dramatically over the past decade.

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“We give deep importance to the strong emotional relationship of our guests, not only for the old-timer logo or vintage America decorationBut those who represent for a sense of tradition and apathy, “He said.” This relationship is powerful, and we believe that there are other areas where we should continue to improve, especially in our food and overall guest experience. Fortunately, these were already part of our multi-year plan, and we are moving forward with renewed focus on both of us. ,

Messino also highlighted many bright places in the quarters, including the return of “Uncle Horshel’s breakfast”, known as “The Herschel Way”, and continued to speed up its loyalty program, including 300,000 members in the last four weeks.

He said, “There is a lot to be optimistic about it, and our teams are focusing on returning to a positive trajectory,” she said.

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In August, the cracker barrel introduced a re-designed logo, which removed the image of an old-timer against a wooden barrel-the southern attraction of the series and the symbol of hospitality for more than five decades. The move was seen by some as a sign for modern “Vok” culture. The rollout triggers a sharp backlash, which was over $ 140 million in the market price at the peak of the dispute.