‘Bar Rescue’ host Jon Taffer argues Cracker Barrel management needs to be ‘disempowered’ after rebrand catastrophe on ‘Varney & Co.’
After Cracker Barrel yanked “Uncle Herschel” from its emblem in favor of contemporary textual content that some considered as too woke, the backlash was swift and livid. Clients and influencers cried foul, and even President Donald Trump known as on the chain to undo the transfer, which it did late Tuesday.
“We thank our friends for sharing your voices and love for Cracker Barrel. We stated we’d pay attention, and we have now. Our new emblem goes away and our ‘Outdated Timer’ will stay. At Cracker Barrel, it’s at all times been – and at all times will likely be – about serving up scrumptious meals, heat welcomes, and the form of nation hospitality that appears like household. As a proud American establishment, our 70,000 hardworking workers look ahead to 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 fallacious and what he’d do if he was working the corporate, beginning on the high.
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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 one in every 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 informed FOX Enterprise’ Stuart Varney. “They need to all be disempowered from making choices going ahead. Each single one in every 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 function. She didn’t reply FOX Enterprise Digital’s questions on Thursday when requested concerning the emblem flip-flop exterior 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, dropping as a lot as $143 million on the top of the disaster. As of Friday, these losses had 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 Information Group.
Taffer honed in on the significance of the model.
“For those who check out what the idea is, it has authenticity to it. Ideas which have authenticity must 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 acquired a Billion {Dollars} price of free publicity in the event that they play their playing cards proper. Very tough to do, however an awesome alternative. Have a serious Information Convention at the moment. Make Cracker Barrel a WINNER once more. Keep in mind, in only a brief time frame I made america of America the ‘HOTTEST’ Nation wherever within the World. One yr in the past, it was ‘DEAD.’ Good luck!.”
Shoppers rapidly spoke out in opposition to 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, the truth is, 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’ll put out 5 – 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 realized who we’re,'” he added.
