00:02Cracker Barrel has slumped to last place in rankings after backlash against its woke logo change, despite reversing the decision.
00:11The Tennessee chain, famous for its chicken fried steak and rocking chairs, saw an 8% growth drop from mid-August to early September, tying with Denny's at the bottom, while Waffle House rose.
00:23The numbers tell a bigger story.
00:25Cracker Barrel's share of Republican customers fell slightly but significantly in early September, nearly 30% more dependent on GOP diners than competitors.
00:34The logo change controversy started with removing Uncle Herschel and remodeling restaurants, causing backlash.
00:41Loyal patrons, including Donald Trump, argued these updates erased the unique charm Cracker Barrel was known for.
00:49The response was swift and severe. Social media was flooded with complaints.
00:53Trump urged the company to admit mistakes, restoring its original brand identity.
00:59Cracker Barrel's stock plunged by over $100 million.
01:03By late August, the company backtracked.
01:05But the damage was already spreading.
01:08Consumer Edge noted sales backlash was delayed as dining habits shifted gradually.
01:13Michael Gunther explained infrequent visits caused this slight delayed reaction.
01:16Cracker Barrel lost some Democratic and independent diners, but heavy reliance on conservatives' intensified consequences.
01:25There is a growing trend where political affiliation influences consumer behavior.
01:31Gunther noted backlash from a campaign involving Sidney Sweeney and American Eagle.
01:35Cracker Barrel faced similar issues.
01:38Trump suggested this setback could be an opportunity, stating,
01:41they got a billion dollars worth of free publicity if they play their cards right.
01:46The company, which once prided itself on being a nostalgic and reliable stop for travelers,
01:51now faces the challenge of repairing trust with the very customers who kept it at the top of the breakfast market.
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