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Cracker Barrel Rebranding Controversy
-
A large investor warned against a $700M rebranding plan, calling it a “textbook trap.”
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The CEO ignored warnings and introduced a new minimalist logo, removed nostalgic branding (like “Uncle Herschel” and “Old Country Store”), and changed restaurant décor.
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Customers and critics reacted negatively, stock value dropped by over $100M.
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Despite backlash, the CEO initially defended the changes on Good Morning America.
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After sustained outrage (including criticism from Donald Trump), Cracker Barrel reverted to its original branding, citing tradition and customer loyalty.
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The commentary frames this as a failure of “woke” corporate ideology and misplaced shame about its core customer base.
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Trump’s Executive Order on Retirement Investments (August 7, 2025)
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Executive order allows 401(k) holders to invest in alternative assets (gold, silver, crypto, real estate, etc.).
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Supporters argue this gives “financial freedom” to everyday Americans, previously restricted to traditional mutual funds and stocks.
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Predictions: stock market could see selling pressure as funds move to alternative assets, while gold, silver, and crypto prices may surge.
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The commentary casts this as a populist move by Trump to “level the playing field” against big banks and financial elites.
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Republican AGs vs. EPA Funding of Environmental Law Institute (ELI)
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Over 20 Republican state attorneys general petitioned to end EPA funding for ELI’s Climate Judiciary Project, accusing it of indoctrinating judges with left-wing climate propaganda.
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Critics say ELI misrepresents its program as “neutral education” when it allegedly pushes climate litigation strategies.
-
The commentary frames this as part of a larger leftist strategy to impose environmental policies through the courts rather than legislation.
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EPA under Trump has already cut many Biden-era grants to similar groups, signaling more rollbacks.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
So there are two stories when it comes to the
Cracker Barrel fiasco. One is what you know about that
has happened over the last I don't know, ten days.
And then there's the other part of the story. I
want to tell you just how stupid the CEO of
Cracker Barrel and their team actually is.
Speaker 2 (00:22):
Now, this is the story you don't know about.
Speaker 1 (00:25):
There was a prominent Cracker Barrel investor that warned executives
that they were walking into quote a text book trap.
Speaker 2 (00:35):
That's right.
Speaker 1 (00:36):
One of Cracker Barrel's largest investors literally sent up a
red flag last fall regarding the board director's rebranding plan
for the company, but it went unheeded.
Speaker 2 (00:49):
Now that was last fall.
Speaker 1 (00:52):
In fact, it was a two page critique dated November thirteenth,
twenty twenty four. Start R Big Laurie, who owns about
five percent, which is a lot of the restaurant chains stock,
wrote his fellow shareholders that the Cracker Barrell transformation was
quote a mistake of misguided executives falling for quote a
(01:13):
textbook trap of overspending on cosmetic remodeling.
Speaker 2 (01:19):
Here is his exact words.
Speaker 1 (01:21):
The day Cracker Burrough opened, it was already old its
theme derived from the nineteen twenties. I am concerned that
not only will the remodel not work, but it could
actually damage the brand further. These decisions are taking us
down the same path, he said. I believe as Ruby
Tuesday's Red Lobster, TGI Fridays and the likes. Let me
(01:44):
make my position clear. The shareholder said the coming seven
hundred million dollar remodel plan will not work. In a
private letter to shareholders on October the twenty fourth, the
man called the board's transformation plan obvious folly. The investment
is also a major investor in Stake and Shake Friendlies
(02:04):
and Western Sizzelin. Shareholders ultimately sided with the Cracker Barrell CEO,
who took the position with the company last year. They
rejected the shareholder's bid to become a member of the
board and instead elected Cracker Barrell's slate of ten recommended
nominees on November the twenty first of twenty twenty four,
a bunch of yes people for a predictable, woke CEO
(02:29):
management tow The vote is an endorsement of the transformation
as the quote right path to return Crackerbell to growth
and meaningful value creation for all shareholders. The rollout of
Crockerbell's new logo did not go well, and that's the
story you know about. You would think that companies would
learn from the fiascos and the disasters of woke ideology.
(02:52):
A great example of that is what happened with bud
Light using a transgendered person aka a dude acting like
a to try to.
Speaker 2 (03:01):
Promote their brand. We all know how that ended.
Speaker 1 (03:05):
You would also think that CEOs in twenty twenty five
would understand that there's quite a few Americans out there
that just want brands to be normal and not push
in agenda, or if they have a core audience, don't
be ashamed of them and who they actually are. Well,
you would think that CEOs of companies would understand that
(03:26):
insert cracker barrel aiming to quote modernize. Under the new
CEO appointed in twenty twenty three, they decided it was
a good idea to trash an entire brand, but not
just the brand, actually trash the customers that had propped
up that brand for decades. They unveiled what they described
(03:47):
as a minimalist text only logo and updated the restaurant
de core, dropping the iconic image of Uncle herschel the
overalls clad man leaning on a barrel, and removing the
quote old country store from all of their branding. Yes,
it was a slap in the face or a middle finger,
(04:08):
however you want to describe it to the customers that
love Cracker Barrel Oil. Customers and branding critics then slammed
the changes, accusing the chain of abandoning not only its
nostalgic but also its Southern Country identity. The company's stock
(04:29):
tumbled by more than ten percent, in fact, to seventeen
percent if you look at the latest reports, and the
brand lost as much as one hundred million dollars in
its valuation. But apparently that wasn't enough for Cracker Barrel leaders.
They stuck to their plan day after day as it
continued to get out of control, and then when they
(04:52):
knew they had a real problem, they went on Good
Morning America. The Cracker Barrel CEO on the restaurant renovations
that had made everyone start talking about the brand. Here's
what she had to say when was asked about, Hey,
did you guys maybe make a mistake?
Speaker 3 (05:08):
And I got to asked this question, I believe I'd
probably know to answer. What if all the customers are
coming at you hard enough about the look at a restaurant,
and they want to go back to the old way.
Speaker 2 (05:18):
Would you do it?
Speaker 4 (05:20):
Honestly, the feedback's been overwhelmingly positive that people like what
we're doing. I'll give you another SoundBite. I actually happened
to be in Orlando last week with all of our managers.
We bring them together and once every other year, and
the number one question that I got asked Michael was
how can I get a remodel? When can I get
a remodel? How do I get on the list? Really so,
because the feedback and the buzz is so good, not
(05:41):
only from our customers but from our team members. They
want to work in a wonderful restaurant. So we're doing
everything for our guests and our team members.
Speaker 3 (05:49):
When Julia Messino, it's wonderful to have you here, pleasure
to thank you. I answer those questions for all the
Crack and Berry fans out there. There's a lot of great.
Speaker 2 (05:57):
Changes, Thank you so much, a lot of great changes.
Speaker 1 (06:00):
How Good Morning America put it well? That didn't go
over well. Fast forward to Monday and finally Cracker Barrel
admitted defeat and their woke CEO. Realizing she had a
very big problem on her hands, Cracker Barrell acknowledged that
it quote could have done a better job of sharing
who we are and who will always be, Attempting to
(06:21):
calm the furious customer base that had abandoned the store,
Their public communications team emphasized that quote beloved elements like
Uncle Herschel rocking chairs out front, the classic decor would
in fact remain in the stores. And then there's the
politics of this. Donald Trump wide in strongly saying quote
(06:44):
Crackerbrell should go back to the old logo and made
a mistake and manage the company better than ever before.
Hours later, the White House, via the pres Secretary Caroline Levitt,
praise Crackerbrell's decision to revert, say that Trump has unmatched
business instincts and that the brand made a great decision
(07:05):
to trust the President of the United States of America.
By Tuesday evening, Cracker Barrel had changed her tune even more.
Speaker 2 (07:14):
They announced it.
Speaker 1 (07:14):
Would scrap the new logo entirely and revert to the
original old Timer design with Uncle Herschel and the old
Country store naming back. The company described the change as
listening quote to its customers and reaffirming the importance of tradition, hospitality,
and comfort. Now, Donald Trump's vocal criticism and the public
(07:39):
urging made a massive difference and aligned with widespread customer
outrage as well as the financial losses. And then Cracker
Barrel had to fully admit that the rebrand was a mistake.
Not only was it a mistake because they were ashamed
of apparently their image, they were ashamed of their customer base.
(07:59):
They wanted to be new, trendy and woke. Well, now,
Cracker Barrel said, after losing one hundred million in their
market cap, Okay, I guess we're just gonna go back
to how things were before. Remember, nothing was actually broken.
And this is the bigger question that so many people
should be asking, especially in the advertising, marketing and the
(08:22):
business brand world. Why on earth would you try to
take an iconic brand like Cracker Barrel and change into
something clearly that doesn't align with your customers. It's an
amazing brand, it's a business that people love going into.
The food is actually incredible, and the President United States
of America calling them out was a brilliant move. By
(08:45):
the way, he was also protecting so many of the
people that work there and people that invested in the business.
Speaker 2 (08:52):
Job.
Speaker 1 (08:52):
Well done to the President the United States of America
for doing this. It'll be very interesting to see how
long the leadership at Cracker Barrel will still be employed
after this nightmare and disaster. I want to talk to
you about my friends at Kirk Elliott Precious Medals. Two
days ago, I got my new order of silver. Now
(09:13):
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actually really cool. It's really heavy because it's one hundred ounces.
But I also know that I bought it at the
right price and I wasn't paying massive up charges on quote.
(09:35):
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sell them, you take away all of your earning potential.
Why do they do it this way at Kurt Elliott
because they have transparent pricing up front.
Speaker 2 (09:47):
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Speaker 1 (09:48):
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(10:10):
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(10:32):
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Speaker 4 (10:45):
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Speaker 1 (10:46):
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(11:09):
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Speaker 2 (11:18):
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Speaker 1 (11:22):
I want to get you some really important information and
this actually happened quietly on August seventh, the President signed
an executive order and it opened the door in a
way that we've never seen before to alternative assets in
four oh one case. And what this means is is
going to have a huge impact when it comes to
(11:44):
gold and silver crypto as well. And this was something
that the President put out he was very proud of.
He said, quote by the authority invested in me as
President by the Constitution, in the Laws of the United
States of America. It is hereby ordered, he said, Section
one purpose. Many wealthy Americans and government workers who participate
in public pension plans can invest in or are the
(12:07):
beneficiaries of investments in a number of alternative assets. Yet,
while more than ninety million Americans participate in employer sponsor
defined contribution plans, the vast majority of these investors you
don't have the opportunity to participate either directly or through
their retirement plans. And then potential growth and diversification opportunities
(12:28):
associated with alternative asset investments. So what does this actually
mean for you and how big could this be for Americans?
Speaker 2 (12:36):
Join me out to talk about that. It's Kurt Elliott.
Speaker 1 (12:39):
He is the man in charge at Kurt Elliott Precious Metals.
You can find them online and all of this data
will be there at ke PM dot com. That's k
e PM dot com, Kurt. This was a big move
by the President United States of America. There was a
lot of people that didn't like this because it allowed
for these alternative investments which others have been able to
(13:02):
capitalize on, and he's saying he wants to make sure
that Americans can have that in their four to one K.
Speaker 5 (13:07):
This is huge, It's absolutely massive then, and of course
there's going to be some institutions don't like it, the
JP Morgan's of the world, the Bank of Americas of
the world, who deal with these paper assets, right, stocks, bonds,
mutual funds. But what this does is Trump is doing
something that's so great for Americans, and he's kind of
(13:29):
restoring financial freedom, giving people the freedom of choice in
their finances, right. And so this executive order. I've been
doing this for a long time since the early two thousands,
like decades, and I this might be the biggest news ever.
Why because the four to one K markets over twelve
trillion dollars of assets that have already been invested. It's
(13:52):
not like people have to come up with the funds.
It's already there. So what are they going to do
when when you're an investor like you or me, or
any of the listeners on this show is thinking, WHOA,
I've been wanting to do cryptocurrency. I've been wanting to
do gold in silver, but all my assets are in
my four owe K. I couldn't do it right. So now,
(14:14):
in this executive order, in Part Section three, Part C,
within one hundred and eighty days of this order, this
is going to become effective. That's the first week in February.
So what's going to become effective? Well, let's read Section three.
Private market investments, including direct and indirect investments in equity, debt,
(14:36):
or other financial instruments not traded on public exchanges. That's
OTC markets over the counter like penny stocks.
Speaker 2 (14:44):
Right.
Speaker 5 (14:45):
How about direct and indirect investments in real estate? Wow,
real estate. I can actually own commercial real estate investment
property in my fore o K yep. How about actively
managed investment vehicles in digital assets that's cryptocurrency. Part four
Directing indirected investments in commodities, Well, gold and silver is
(15:07):
a commodity. What Trump is saying, and here's the cool thing,
what's an indirect investment in the commodity that would be
like a gold or silver etf it's already available, but
direct would be actual physical ownership. Is the way that
I read this. So what Trump just did is he said, Hey,
I want Americans to have a choice in their financial future.
(15:30):
This is amazing and we needed a strong president, a
strong leader to actually make this happen. So when you
look at this, what are the consequences and what are
the benefits. Well, the benefits are alternative assets because increased
demand should go through the roof, right, because it's like, wow,
we've got people that have captive assets where they had
(15:51):
very little choice, maybe ten twenty mutual funds that they
could pick in their four one K that was it. Well,
now they're going to be able to do this. Are
going to say, I don't have any assets available except
for the stuff of my phone k. I am going
to sell my current stocks, bonds, mutual funds and reallocate,
reposition myself into these alternative assets that I couldn't do before.
(16:14):
So I think that's going to put massive selling pressure
on the stock market bend and you're going to see
prices come down, but as as the flip side of
that coin, you're going to see alternative investments like gold, silver,
cryptocurrency go up and go up a lot because they
already have limited supply. When you have low supply and
high demand, prices go up and they're poised to go
(16:37):
up a lot.
Speaker 2 (16:38):
I mean, this is inviting, insiting.
Speaker 5 (16:41):
This.
Speaker 1 (16:41):
Financial Times has an article right now about this, talking
about how this executive order not only opens or to
a ton of assets and four one k they said,
here are the key considerations that.
Speaker 2 (16:52):
You should be looking at.
Speaker 1 (16:54):
Number one on their list is gold and silver, and
then they go into crypto as well, and they're saying
that this is going to allow the average American who
has been left behind to go direct and indirect investments
and commodities that will allow them to gain real wealth
over the long term. And they said this also allows
for the financing quote infrastructure that needed to be developed
(17:16):
for the little guy. That's how they described it, saying,
now it's a fair playing field. That's why the President
did this, and this is something that's going to happen,
by the way, in one hundred and eighty days. Dating
it back to August the seventh, So there is time
to plan for this for Americans as well take advantage
of it.
Speaker 5 (17:35):
Well, absolutely, And this is where you can profit and
you can benefit from things when you're ahead of the game.
I would rather be six months early than one day late, right,
And so when Financial Times said it amazingly, well, it's
like this is for the little guy. Well wait a second,
I thought TOMP was only for the big guys and
only for corporate America. It's like, Hm, the actions so differently,
(17:59):
don't they. And so this is just so exciting that
we can finally participate in the alternative investments that big
hedge funds, that big international center, you know, monetary banks
globally like the Banks of America and the JP, Morton
Chase and the HSBC all do these kinds of things already.
Now we can participate in that in our four to
(18:21):
one case. So if you have four one ks.
Speaker 1 (18:23):
Let me ask you a real life question on this.
So the other day, literally I bought one hundred ounces
a fine silver. It's it's just a brick. It's simple,
it's basic. It's what you guys actually do. Can I
now do that moving forward? But have it in my
four to one K explain that the application of this
in layman's terms.
Speaker 5 (18:44):
Yeah, so the answer is yes, So bullion, like what
you're talking about, the one hundred ounces bars is solver,
the ten ounces bars of silver, the generic refinery rounds,
those have already been accessible in I RaSE. You do
that in irs, if you have an IRA, you could
already do that, but it was never available in four
one ks before until now, until this executive order.
Speaker 1 (19:07):
So I can basically say I want to buy this,
but I want it to be in part of my
portfolio of my four to one K that I'm going
to do every single year, right, because I do it
for the tax and benefits. And I can set it
up now and just say I want part of this
to be in silver or gold.
Speaker 5 (19:23):
Yeah. So not exactly today, but in February when this
becomes effective. It's going to take a while for some
of these four to one K administrators to actually build
this into their systems, right, But what can we do
in the meantime, So come February, there's going to be
a ton of demand for metals which are already running out.
(19:44):
You know LBMA just came out, which is the London depository.
It's where it's the depository that holds metals, gold and
silver for central banks and big institutions all over the world.
They basically run out of silver. They just made then
constense like, well, we don't have enough to cover physical
deliver Comax, which is the depository for North America. They're
(20:06):
running so low. This this is wild then, so they
have well over three hundred ounces of silver in futures
contracts paper for every one ounce of physical silver. So
it's like, how could you do that? What if somebody
says you're Samsung, you're Sony, your Lgae, you're Boeing or
Lockheed Martin, and you say I need physical silver, and
(20:29):
they've been hedging themselves with forward contracts to basically lock
in their prices because we need it to build missiles, torpedoes,
electric vehicles, solar power, whatever, lcdtvs and they want physical delivery. Well,
it's like, oh, they have these contracts out to a
tune of over three hundred paper contracts to one physical
(20:50):
silver ounce. That that doesn't equate. They're not going to
have enough supply. So we could be seeing a massive
short squeeze in front of us. And what does that
mean there's not enough physical silver, and Boeing, Lockheed, Martin, Sony, Samsung,
all these companies are going to say, hmm, I don't
care what the price of silver is. If it's not available,
(21:11):
we can't have a finished product. So they're going to say, well, well,
silver might be trading at forty dollars ounce. Maybe they
say we're going to offer sixty or eighty or one hundred.
They don't care what the price is. Why, because they're
not going to pay for it. They pass that on
to the consumer, right but without silver, they don't have
a finished product.
Speaker 2 (21:30):
Incredible.
Speaker 1 (21:31):
I want to make sure people can call and reach
out to you guys. This is what you do. It's
literally where I got my I did my investment around
the other day and have this. It's on my desk.
I'm holy right now, one hundred ounces of fine silver.
I also got a little more than that, so I
have a ten ounce and a couple of the single
ounces as well. If you want to see what they do,
Kurt Elliott does an amazing job and his team go
(21:51):
online to k e p M dot com. That's k
e PM dot com.
Speaker 2 (21:59):
Call them.
Speaker 1 (21:59):
They can talk you through all of this. But This
is significant for you. Take advantage of it. Check him
out kepm dot com. Kurt always a pleasure, Thanks for
coming on. We'll talk to you again real soon. Nearly
two dozen Republican state attorney generals have sent a letter
to the EPA chief Lee Zelden, calling on him to
(22:20):
cancel funding to a left wing environmental group accused of
training and lobbying judges.
Speaker 2 (22:28):
On climate policy.
Speaker 1 (22:30):
Fox News Digital has exclusively revealed this quote. As Attorney General,
I refuse to stand by while American tax dollars fund
radical environmental training for judges across the country. Is with
the Montana Attorney General told Fox News Digital of his
push to encourage the EPA to end its funding of
(22:51):
the Climate Judiciary Project. Quote, the environmental Law institutes Climate
Judiciary Project is using wote climate propaganda under the guise
of what they call neutral quote unquote education to persuade
judges and push their wildly unpopular agenda through the court system.
(23:14):
He went on to say, I commend President Trump's efforts
to cut waste and abuse during the first eight months
of his presidency, and I am optimistic that his administration
will do the right thing and halt all funding to Eli.
Now he's spearheaded this ag The letter that was sent
to Zelden, which included the signatures of twenty two other
(23:39):
Republican state attorney generals, all of them calling for the
EPA to acts their funding to the left wing environmental nonprofit.
Now they lie and they say that this thing is
like neutral, It's not. It is called the Environmental Law Institute.
They claim they oversee the neutral importance of climate law.
(24:02):
In reality, they oversee the Climate Judiciary Project known as
the CJP. Now, the Environmental Law Institute was founded by
the Climate Judiciary Project in twenty eighteen, which pitches itself
as a quote first of its kind effort that provides
judges nationwide with authoritative, objective, and trusted education on climate science,
(24:29):
the impacts of climate change, and the ways climate science
is arising into the law. The group has actually been
accused of trying to manipulate judges to make them more
understanding or advocates or exciting to left wing climate litigation.
(24:49):
The letters sent Tuesday called on the EPA to specifically
end any and all grants and awards that are endowed
to this group, saying this we write to bring attention
to the grants made by the EPA to the Environmental
Law Institute. The letter reads, according to its twenty twenty
four financial statements, ELI received approximately thirteen percent of its
(25:14):
overall revenue in twenty twenty three and eight point four
percent in twenty twenty four from EPA awards. The group
also apparently still expected to receive funds from the federal government.
Its financial statement warned that the collectibility of federal grant
funds is subject to significant uncertainty related to collaboration and
(25:38):
continual funding due to the federal grant funding freeze or
other federal actions quote unquote. In other words, they knew
Trump was in office, and there's a chance these funds
could go away if they found out what they were
actually doing with the money. Now, the Environmental Law Institute
actually received six hundred and thirty seven thousand chain from
(26:00):
the EPA in twenty twenty four, to be clear, that's
your tax dollars, and then eight hundred and sixty six
thousand in twenty twenty three from the EPA, again your
tax dollars. That according to the nonprofit tax documents that
have been published quote, the Climate Judiciary's project mission is clear.
(26:22):
Lobby judges in order to make climate change policy through
the court systems. The twenty three state Attorney Generals said
this clearly in the letter, saying quote an alumni magazine
profile said the quiet part out loud, writing that the
Climate Judiciary Project co founder was explaining the science of
(26:42):
climate change to a group of people with real power
to act on it, judges. The Climate Judiciary Projects tampering
raises serious legal and also ethical questions. The Environmental Law Institute,
in a recent comment to Fox Digital about this story,
maintains that its only purpose is educational programs, that they
(27:06):
are in accordance where these standards established by the National
Judicial Education Institution. Climate Judiciary Projects educational events are done
quote in partnership with leading national judicial education institutions state
judicial authorities. Also, they claim in accordance where they're accepted standards.
That's what the spokesperson said. Well, the reality is these
(27:29):
are radical lefties and the call for the EPA to
slash any funds to the Environmental Law Institute is long overdue.
It was clearly established and it was established for one
purpose to get in front of judges and make judges
go hard on anyone they believe is not. You know,
woke is not saying that global warming is a fact,
(27:53):
that is doing anything that global warming advocates or the
anarchists say is somehow evil or hurting the earth.
Speaker 2 (28:01):
That's why they're lobbying these judges.
Speaker 1 (28:03):
The state attorney generals quote are right to call for
the elimination of taxpayer funding for the Environmental Law Institute
and its Climate Judiciary project. That is what Jason Eiscott,
the CEO of American Energy Institute said, saying, quote, this
is a coordinated campaign by the left to advance the
Green New Deal, and this time they want to do
(28:25):
it through the judiciary, using so called climate litigation in
the courts. Its curriculum is clear. It was developed by
climate alarmists and their allies of the plaintiffs and delivered
two judges behind close doors. Public funds should never be
used to finance political advocacy disguised as judicial education. Now
(28:50):
you also look at the executive director of the Alliance
for Consumers, that's a nonprofit focus on advocating on behalf
of American consumers.
Speaker 2 (28:59):
What do they say about this quote?
Speaker 1 (29:01):
As we have long warned, the left has a plan
to reshape American society by using lawsuits in the courts
all across the country, especially in places like Hawaii and
other coastal enclaves. The new wave of revelations about ELI
is further concerning evidence of how committed, they say the
(29:23):
left is to imposing mandatory progressive lifestyle choices through the
courtroom and are maneuvering to see how big they can
do it and how big of a threat they can
actually be to every one of our way of lives, which,
by the way, is where we should just pause. And
if you think what I'm saying is maybe crazy, let's
(29:43):
just go back a few months ago when there was
a guy named Joe Biden who was in theory the president.
What do they try to do? Do you remember when
they started trying to ban gas stoves? Yes, that was
the left, And how do they start that idea exact
way that we're talking about this right now. They want
to take away your rights, socide. What you want to do?
(30:06):
They want to take away your rights?
Speaker 2 (30:07):
Socide?
Speaker 1 (30:08):
What type of car you can drive? They want to
make sure that you don't have the option that they
tell you what the value set is and then you
must abide by it, and if you don't they'll literally
arrest you or find you. And this Tuesday letter specifically
argued that quote, state consumer protection laws prohibit deceptive and
(30:30):
misleading statements to market a product. They then say, elias
representing its training as objective when reality shows that it's not.
And the state attorney general is all twenty two of
them are responsible to say, say for protecting consumers, and
we are concerned by this activist group's statements. Now here's
(30:52):
the big point that you need to know. The EPA
has taken a hatchet to millions and millions of dollars
doled out under the Biden Met to left wing radical
groups and other programs deemed a waste of taxpayer funds.
Lee Zelden also making it clear that he is going
to look at this problem and see what he can
(31:13):
do about it. The EPA under the Trump administration has
already canceled more than twenty billion grants under the Inflation
Reduction Act, which has led to ongoing court battles the
same courts right now that liberals are trying to indoctrinate.
And that's exactly why the President United States America picked
lee Zelden and why there's a very good chance what
(31:34):
we just talked about is going to become even more
of a reality moving forward. Don't forget Share this podcast
wherever you can with your family and your friends, and
I'll see you back here tomorrow
So there are two stories when it comes to the
Cracker Barrel fiasco. One is what you know about that
has happened over the last I don't know, ten days.
And then there's the other part of the story. I
want to tell you just how stupid the CEO of
Cracker Barrel and their team actually is.
Speaker 2 (00:22):
Now, this is the story you don't know about.
Speaker 1 (00:25):
There was a prominent Cracker Barrel investor that warned executives
that they were walking into quote a text book trap.
Speaker 2 (00:35):
That's right.
Speaker 1 (00:36):
One of Cracker Barrel's largest investors literally sent up a
red flag last fall regarding the board director's rebranding plan
for the company, but it went unheeded.
Speaker 2 (00:49):
Now that was last fall.
Speaker 1 (00:52):
In fact, it was a two page critique dated November thirteenth,
twenty twenty four. Start R Big Laurie, who owns about
five percent, which is a lot of the restaurant chains stock,
wrote his fellow shareholders that the Cracker Barrell transformation was
quote a mistake of misguided executives falling for quote a
(01:13):
textbook trap of overspending on cosmetic remodeling.
Speaker 2 (01:19):
Here is his exact words.
Speaker 1 (01:21):
The day Cracker Burrough opened, it was already old its
theme derived from the nineteen twenties. I am concerned that
not only will the remodel not work, but it could
actually damage the brand further. These decisions are taking us
down the same path, he said. I believe as Ruby
Tuesday's Red Lobster, TGI Fridays and the likes. Let me
(01:44):
make my position clear. The shareholder said the coming seven
hundred million dollar remodel plan will not work. In a
private letter to shareholders on October the twenty fourth, the
man called the board's transformation plan obvious folly. The investment
is also a major investor in Stake and Shake Friendlies
(02:04):
and Western Sizzelin. Shareholders ultimately sided with the Cracker Barrell CEO,
who took the position with the company last year. They
rejected the shareholder's bid to become a member of the
board and instead elected Cracker Barrell's slate of ten recommended
nominees on November the twenty first of twenty twenty four,
a bunch of yes people for a predictable, woke CEO
(02:29):
management tow The vote is an endorsement of the transformation
as the quote right path to return Crackerbell to growth
and meaningful value creation for all shareholders. The rollout of
Crockerbell's new logo did not go well, and that's the
story you know about. You would think that companies would
learn from the fiascos and the disasters of woke ideology.
(02:52):
A great example of that is what happened with bud
Light using a transgendered person aka a dude acting like
a to try to.
Speaker 2 (03:01):
Promote their brand. We all know how that ended.
Speaker 1 (03:05):
You would also think that CEOs in twenty twenty five
would understand that there's quite a few Americans out there
that just want brands to be normal and not push
in agenda, or if they have a core audience, don't
be ashamed of them and who they actually are. Well,
you would think that CEOs of companies would understand that
(03:26):
insert cracker barrel aiming to quote modernize. Under the new
CEO appointed in twenty twenty three, they decided it was
a good idea to trash an entire brand, but not
just the brand, actually trash the customers that had propped
up that brand for decades. They unveiled what they described
(03:47):
as a minimalist text only logo and updated the restaurant
de core, dropping the iconic image of Uncle herschel the
overalls clad man leaning on a barrel, and removing the
quote old country store from all of their branding. Yes,
it was a slap in the face or a middle finger,
(04:08):
however you want to describe it to the customers that
love Cracker Barrel Oil. Customers and branding critics then slammed
the changes, accusing the chain of abandoning not only its
nostalgic but also its Southern Country identity. The company's stock
(04:29):
tumbled by more than ten percent, in fact, to seventeen
percent if you look at the latest reports, and the
brand lost as much as one hundred million dollars in
its valuation. But apparently that wasn't enough for Cracker Barrel leaders.
They stuck to their plan day after day as it
continued to get out of control, and then when they
(04:52):
knew they had a real problem, they went on Good
Morning America. The Cracker Barrel CEO on the restaurant renovations
that had made everyone start talking about the brand. Here's
what she had to say when was asked about, Hey,
did you guys maybe make a mistake?
Speaker 3 (05:08):
And I got to asked this question, I believe I'd
probably know to answer. What if all the customers are
coming at you hard enough about the look at a restaurant,
and they want to go back to the old way.
Speaker 2 (05:18):
Would you do it?
Speaker 4 (05:20):
Honestly, the feedback's been overwhelmingly positive that people like what
we're doing. I'll give you another SoundBite. I actually happened
to be in Orlando last week with all of our managers.
We bring them together and once every other year, and
the number one question that I got asked Michael was
how can I get a remodel? When can I get
a remodel? How do I get on the list? Really so,
because the feedback and the buzz is so good, not
(05:41):
only from our customers but from our team members. They
want to work in a wonderful restaurant. So we're doing
everything for our guests and our team members.
Speaker 3 (05:49):
When Julia Messino, it's wonderful to have you here, pleasure
to thank you. I answer those questions for all the
Crack and Berry fans out there. There's a lot of great.
Speaker 2 (05:57):
Changes, Thank you so much, a lot of great changes.
Speaker 1 (06:00):
How Good Morning America put it well? That didn't go
over well. Fast forward to Monday and finally Cracker Barrel
admitted defeat and their woke CEO. Realizing she had a
very big problem on her hands, Cracker Barrell acknowledged that
it quote could have done a better job of sharing
who we are and who will always be, Attempting to
(06:21):
calm the furious customer base that had abandoned the store,
Their public communications team emphasized that quote beloved elements like
Uncle Herschel rocking chairs out front, the classic decor would
in fact remain in the stores. And then there's the
politics of this. Donald Trump wide in strongly saying quote
(06:44):
Crackerbrell should go back to the old logo and made
a mistake and manage the company better than ever before.
Hours later, the White House, via the pres Secretary Caroline Levitt,
praise Crackerbrell's decision to revert, say that Trump has unmatched
business instincts and that the brand made a great decision
(07:05):
to trust the President of the United States of America.
By Tuesday evening, Cracker Barrel had changed her tune even more.
Speaker 2 (07:14):
They announced it.
Speaker 1 (07:14):
Would scrap the new logo entirely and revert to the
original old Timer design with Uncle Herschel and the old
Country store naming back. The company described the change as
listening quote to its customers and reaffirming the importance of tradition, hospitality,
and comfort. Now, Donald Trump's vocal criticism and the public
(07:39):
urging made a massive difference and aligned with widespread customer
outrage as well as the financial losses. And then Cracker
Barrel had to fully admit that the rebrand was a mistake.
Not only was it a mistake because they were ashamed
of apparently their image, they were ashamed of their customer base.
(07:59):
They wanted to be new, trendy and woke. Well, now,
Cracker Barrel said, after losing one hundred million in their
market cap, Okay, I guess we're just gonna go back
to how things were before. Remember, nothing was actually broken.
And this is the bigger question that so many people
should be asking, especially in the advertising, marketing and the
(08:22):
business brand world. Why on earth would you try to
take an iconic brand like Cracker Barrel and change into
something clearly that doesn't align with your customers. It's an
amazing brand, it's a business that people love going into.
The food is actually incredible, and the President United States
of America calling them out was a brilliant move. By
(08:45):
the way, he was also protecting so many of the
people that work there and people that invested in the business.
Speaker 2 (08:52):
Job.
Speaker 1 (08:52):
Well done to the President the United States of America
for doing this. It'll be very interesting to see how
long the leadership at Cracker Barrel will still be employed
after this nightmare and disaster. I want to talk to
you about my friends at Kirk Elliott Precious Medals. Two
days ago, I got my new order of silver. Now
(09:13):
I'm investing in silver right now because the pricing on
it is amazing and the upside well, it's real. I
actually have a one hundred ounce silver bar. It is
actually really cool. It's really heavy because it's one hundred ounces.
But I also know that I bought it at the
right price and I wasn't paying massive up charges on quote.
(09:35):
Rare are special coins, and then when you go to
sell them, you take away all of your earning potential.
Why do they do it this way at Kurt Elliott
because they have transparent pricing up front.
Speaker 2 (09:47):
It's very simple.
Speaker 1 (09:48):
You pay eight percent when you buy, and here's what
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This is the reason why I recommend them It's not
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(10:10):
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Speaker 4 (10:45):
Now.
Speaker 1 (10:46):
If you're seeking a partner when it comes to gold
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(11:09):
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Speaker 2 (11:18):
KEPM dot com slash ben.
Speaker 1 (11:22):
I want to get you some really important information and
this actually happened quietly on August seventh, the President signed
an executive order and it opened the door in a
way that we've never seen before to alternative assets in
four oh one case. And what this means is is
going to have a huge impact when it comes to
(11:44):
gold and silver crypto as well. And this was something
that the President put out he was very proud of.
He said, quote by the authority invested in me as
President by the Constitution, in the Laws of the United
States of America. It is hereby ordered, he said, Section
one purpose. Many wealthy Americans and government workers who participate
in public pension plans can invest in or are the
(12:07):
beneficiaries of investments in a number of alternative assets. Yet,
while more than ninety million Americans participate in employer sponsor
defined contribution plans, the vast majority of these investors you
don't have the opportunity to participate either directly or through
their retirement plans. And then potential growth and diversification opportunities
(12:28):
associated with alternative asset investments. So what does this actually
mean for you and how big could this be for Americans?
Speaker 2 (12:36):
Join me out to talk about that. It's Kurt Elliott.
Speaker 1 (12:39):
He is the man in charge at Kurt Elliott Precious Metals.
You can find them online and all of this data
will be there at ke PM dot com. That's k
e PM dot com, Kurt. This was a big move
by the President United States of America. There was a
lot of people that didn't like this because it allowed
for these alternative investments which others have been able to
(13:02):
capitalize on, and he's saying he wants to make sure
that Americans can have that in their four to one K.
Speaker 5 (13:07):
This is huge, It's absolutely massive then, and of course
there's going to be some institutions don't like it, the
JP Morgan's of the world, the Bank of Americas of
the world, who deal with these paper assets, right, stocks, bonds,
mutual funds. But what this does is Trump is doing
something that's so great for Americans, and he's kind of
(13:29):
restoring financial freedom, giving people the freedom of choice in
their finances, right. And so this executive order. I've been
doing this for a long time since the early two thousands,
like decades, and I this might be the biggest news ever.
Why because the four to one K markets over twelve
trillion dollars of assets that have already been invested. It's
(13:52):
not like people have to come up with the funds.
It's already there. So what are they going to do
when when you're an investor like you or me, or
any of the listeners on this show is thinking, WHOA,
I've been wanting to do cryptocurrency. I've been wanting to
do gold in silver, but all my assets are in
my four owe K. I couldn't do it right. So now,
(14:14):
in this executive order, in Part Section three, Part C,
within one hundred and eighty days of this order, this
is going to become effective. That's the first week in February.
So what's going to become effective? Well, let's read Section three.
Private market investments, including direct and indirect investments in equity, debt,
(14:36):
or other financial instruments not traded on public exchanges. That's
OTC markets over the counter like penny stocks.
Speaker 2 (14:44):
Right.
Speaker 5 (14:45):
How about direct and indirect investments in real estate? Wow,
real estate. I can actually own commercial real estate investment
property in my fore o K yep. How about actively
managed investment vehicles in digital assets that's cryptocurrency. Part four
Directing indirected investments in commodities, Well, gold and silver is
(15:07):
a commodity. What Trump is saying, and here's the cool thing,
what's an indirect investment in the commodity that would be
like a gold or silver etf it's already available, but
direct would be actual physical ownership. Is the way that
I read this. So what Trump just did is he said, Hey,
I want Americans to have a choice in their financial future.
(15:30):
This is amazing and we needed a strong president, a
strong leader to actually make this happen. So when you
look at this, what are the consequences and what are
the benefits. Well, the benefits are alternative assets because increased
demand should go through the roof, right, because it's like, wow,
we've got people that have captive assets where they had
(15:51):
very little choice, maybe ten twenty mutual funds that they
could pick in their four one K that was it. Well,
now they're going to be able to do this. Are
going to say, I don't have any assets available except
for the stuff of my phone k. I am going
to sell my current stocks, bonds, mutual funds and reallocate,
reposition myself into these alternative assets that I couldn't do before.
(16:14):
So I think that's going to put massive selling pressure
on the stock market bend and you're going to see
prices come down, but as as the flip side of
that coin, you're going to see alternative investments like gold, silver,
cryptocurrency go up and go up a lot because they
already have limited supply. When you have low supply and
high demand, prices go up and they're poised to go
(16:37):
up a lot.
Speaker 2 (16:38):
I mean, this is inviting, insiting.
Speaker 5 (16:41):
This.
Speaker 1 (16:41):
Financial Times has an article right now about this, talking
about how this executive order not only opens or to
a ton of assets and four one k they said,
here are the key considerations that.
Speaker 2 (16:52):
You should be looking at.
Speaker 1 (16:54):
Number one on their list is gold and silver, and
then they go into crypto as well, and they're saying
that this is going to allow the average American who
has been left behind to go direct and indirect investments
and commodities that will allow them to gain real wealth
over the long term. And they said this also allows
for the financing quote infrastructure that needed to be developed
(17:16):
for the little guy. That's how they described it, saying,
now it's a fair playing field. That's why the President
did this, and this is something that's going to happen,
by the way, in one hundred and eighty days. Dating
it back to August the seventh, So there is time
to plan for this for Americans as well take advantage
of it.
Speaker 5 (17:35):
Well, absolutely, And this is where you can profit and
you can benefit from things when you're ahead of the game.
I would rather be six months early than one day late, right,
And so when Financial Times said it amazingly, well, it's
like this is for the little guy. Well wait a second,
I thought TOMP was only for the big guys and
only for corporate America. It's like, Hm, the actions so differently,
(17:59):
don't they. And so this is just so exciting that
we can finally participate in the alternative investments that big
hedge funds, that big international center, you know, monetary banks
globally like the Banks of America and the JP, Morton
Chase and the HSBC all do these kinds of things already.
Now we can participate in that in our four to
(18:21):
one case. So if you have four one ks.
Speaker 1 (18:23):
Let me ask you a real life question on this.
So the other day, literally I bought one hundred ounces
a fine silver. It's it's just a brick. It's simple,
it's basic. It's what you guys actually do. Can I
now do that moving forward? But have it in my
four to one K explain that the application of this
in layman's terms.
Speaker 5 (18:44):
Yeah, so the answer is yes, So bullion, like what
you're talking about, the one hundred ounces bars is solver,
the ten ounces bars of silver, the generic refinery rounds,
those have already been accessible in I RaSE. You do
that in irs, if you have an IRA, you could
already do that, but it was never available in four
one ks before until now, until this executive order.
Speaker 1 (19:07):
So I can basically say I want to buy this,
but I want it to be in part of my
portfolio of my four to one K that I'm going
to do every single year, right, because I do it
for the tax and benefits. And I can set it
up now and just say I want part of this
to be in silver or gold.
Speaker 5 (19:23):
Yeah. So not exactly today, but in February when this
becomes effective. It's going to take a while for some
of these four to one K administrators to actually build
this into their systems, right, But what can we do
in the meantime, So come February, there's going to be
a ton of demand for metals which are already running out.
(19:44):
You know LBMA just came out, which is the London depository.
It's where it's the depository that holds metals, gold and
silver for central banks and big institutions all over the world.
They basically run out of silver. They just made then
constense like, well, we don't have enough to cover physical
deliver Comax, which is the depository for North America. They're
(20:06):
running so low. This this is wild then, so they
have well over three hundred ounces of silver in futures
contracts paper for every one ounce of physical silver. So
it's like, how could you do that? What if somebody
says you're Samsung, you're Sony, your Lgae, you're Boeing or
Lockheed Martin, and you say I need physical silver, and
(20:29):
they've been hedging themselves with forward contracts to basically lock
in their prices because we need it to build missiles, torpedoes,
electric vehicles, solar power, whatever, lcdtvs and they want physical delivery. Well,
it's like, oh, they have these contracts out to a
tune of over three hundred paper contracts to one physical
(20:50):
silver ounce. That that doesn't equate. They're not going to
have enough supply. So we could be seeing a massive
short squeeze in front of us. And what does that
mean there's not enough physical silver, and Boeing, Lockheed, Martin, Sony, Samsung,
all these companies are going to say, hmm, I don't
care what the price of silver is. If it's not available,
(21:11):
we can't have a finished product. So they're going to say, well, well,
silver might be trading at forty dollars ounce. Maybe they
say we're going to offer sixty or eighty or one hundred.
They don't care what the price is. Why, because they're
not going to pay for it. They pass that on
to the consumer, right but without silver, they don't have
a finished product.
Speaker 2 (21:30):
Incredible.
Speaker 1 (21:31):
I want to make sure people can call and reach
out to you guys. This is what you do. It's
literally where I got my I did my investment around
the other day and have this. It's on my desk.
I'm holy right now, one hundred ounces of fine silver.
I also got a little more than that, so I
have a ten ounce and a couple of the single
ounces as well. If you want to see what they do,
Kurt Elliott does an amazing job and his team go
(21:51):
online to k e p M dot com. That's k
e PM dot com.
Speaker 2 (21:59):
Call them.
Speaker 1 (21:59):
They can talk you through all of this. But This
is significant for you. Take advantage of it. Check him
out kepm dot com. Kurt always a pleasure, Thanks for
coming on. We'll talk to you again real soon. Nearly
two dozen Republican state attorney generals have sent a letter
to the EPA chief Lee Zelden, calling on him to
(22:20):
cancel funding to a left wing environmental group accused of
training and lobbying judges.
Speaker 2 (22:28):
On climate policy.
Speaker 1 (22:30):
Fox News Digital has exclusively revealed this quote. As Attorney General,
I refuse to stand by while American tax dollars fund
radical environmental training for judges across the country. Is with
the Montana Attorney General told Fox News Digital of his
push to encourage the EPA to end its funding of
(22:51):
the Climate Judiciary Project. Quote, the environmental Law institutes Climate
Judiciary Project is using wote climate propaganda under the guise
of what they call neutral quote unquote education to persuade
judges and push their wildly unpopular agenda through the court system.
(23:14):
He went on to say, I commend President Trump's efforts
to cut waste and abuse during the first eight months
of his presidency, and I am optimistic that his administration
will do the right thing and halt all funding to Eli.
Now he's spearheaded this ag The letter that was sent
to Zelden, which included the signatures of twenty two other
(23:39):
Republican state attorney generals, all of them calling for the
EPA to acts their funding to the left wing environmental nonprofit.
Now they lie and they say that this thing is
like neutral, It's not. It is called the Environmental Law Institute.
They claim they oversee the neutral importance of climate law.
(24:02):
In reality, they oversee the Climate Judiciary Project known as
the CJP. Now, the Environmental Law Institute was founded by
the Climate Judiciary Project in twenty eighteen, which pitches itself
as a quote first of its kind effort that provides
judges nationwide with authoritative, objective, and trusted education on climate science,
(24:29):
the impacts of climate change, and the ways climate science
is arising into the law. The group has actually been
accused of trying to manipulate judges to make them more
understanding or advocates or exciting to left wing climate litigation.
(24:49):
The letters sent Tuesday called on the EPA to specifically
end any and all grants and awards that are endowed
to this group, saying this we write to bring attention
to the grants made by the EPA to the Environmental
Law Institute. The letter reads, according to its twenty twenty
four financial statements, ELI received approximately thirteen percent of its
(25:14):
overall revenue in twenty twenty three and eight point four
percent in twenty twenty four from EPA awards. The group
also apparently still expected to receive funds from the federal government.
Its financial statement warned that the collectibility of federal grant
funds is subject to significant uncertainty related to collaboration and
(25:38):
continual funding due to the federal grant funding freeze or
other federal actions quote unquote. In other words, they knew
Trump was in office, and there's a chance these funds
could go away if they found out what they were
actually doing with the money. Now, the Environmental Law Institute
actually received six hundred and thirty seven thousand chain from
(26:00):
the EPA in twenty twenty four, to be clear, that's
your tax dollars, and then eight hundred and sixty six
thousand in twenty twenty three from the EPA, again your
tax dollars. That according to the nonprofit tax documents that
have been published quote, the Climate Judiciary's project mission is clear.
(26:22):
Lobby judges in order to make climate change policy through
the court systems. The twenty three state Attorney Generals said
this clearly in the letter, saying quote an alumni magazine
profile said the quiet part out loud, writing that the
Climate Judiciary Project co founder was explaining the science of
(26:42):
climate change to a group of people with real power
to act on it, judges. The Climate Judiciary Projects tampering
raises serious legal and also ethical questions. The Environmental Law Institute,
in a recent comment to Fox Digital about this story,
maintains that its only purpose is educational programs, that they
(27:06):
are in accordance where these standards established by the National
Judicial Education Institution. Climate Judiciary Projects educational events are done
quote in partnership with leading national judicial education institutions state
judicial authorities. Also, they claim in accordance where they're accepted standards.
That's what the spokesperson said. Well, the reality is these
(27:29):
are radical lefties and the call for the EPA to
slash any funds to the Environmental Law Institute is long overdue.
It was clearly established and it was established for one
purpose to get in front of judges and make judges
go hard on anyone they believe is not. You know,
woke is not saying that global warming is a fact,
(27:53):
that is doing anything that global warming advocates or the
anarchists say is somehow evil or hurting the earth.
Speaker 2 (28:01):
That's why they're lobbying these judges.
Speaker 1 (28:03):
The state attorney generals quote are right to call for
the elimination of taxpayer funding for the Environmental Law Institute
and its Climate Judiciary project. That is what Jason Eiscott,
the CEO of American Energy Institute said, saying, quote, this
is a coordinated campaign by the left to advance the
Green New Deal, and this time they want to do
(28:25):
it through the judiciary, using so called climate litigation in
the courts. Its curriculum is clear. It was developed by
climate alarmists and their allies of the plaintiffs and delivered
two judges behind close doors. Public funds should never be
used to finance political advocacy disguised as judicial education. Now
(28:50):
you also look at the executive director of the Alliance
for Consumers, that's a nonprofit focus on advocating on behalf
of American consumers.
Speaker 2 (28:59):
What do they say about this quote?
Speaker 1 (29:01):
As we have long warned, the left has a plan
to reshape American society by using lawsuits in the courts
all across the country, especially in places like Hawaii and
other coastal enclaves. The new wave of revelations about ELI
is further concerning evidence of how committed, they say the
(29:23):
left is to imposing mandatory progressive lifestyle choices through the
courtroom and are maneuvering to see how big they can
do it and how big of a threat they can
actually be to every one of our way of lives, which,
by the way, is where we should just pause. And
if you think what I'm saying is maybe crazy, let's
(29:43):
just go back a few months ago when there was
a guy named Joe Biden who was in theory the president.
What do they try to do? Do you remember when
they started trying to ban gas stoves? Yes, that was
the left, And how do they start that idea exact
way that we're talking about this right now. They want
to take away your rights, socide. What you want to do?
(30:06):
They want to take away your rights?
Speaker 2 (30:07):
Socide?
Speaker 1 (30:08):
What type of car you can drive? They want to
make sure that you don't have the option that they
tell you what the value set is and then you
must abide by it, and if you don't they'll literally
arrest you or find you. And this Tuesday letter specifically
argued that quote, state consumer protection laws prohibit deceptive and
(30:30):
misleading statements to market a product. They then say, elias
representing its training as objective when reality shows that it's not.
And the state attorney general is all twenty two of
them are responsible to say, say for protecting consumers, and
we are concerned by this activist group's statements. Now here's
(30:52):
the big point that you need to know. The EPA
has taken a hatchet to millions and millions of dollars
doled out under the Biden Met to left wing radical
groups and other programs deemed a waste of taxpayer funds.
Lee Zelden also making it clear that he is going
to look at this problem and see what he can
(31:13):
do about it. The EPA under the Trump administration has
already canceled more than twenty billion grants under the Inflation
Reduction Act, which has led to ongoing court battles the
same courts right now that liberals are trying to indoctrinate.
And that's exactly why the President United States America picked
lee Zelden and why there's a very good chance what
(31:34):
we just talked about is going to become even more
of a reality moving forward. Don't forget Share this podcast
wherever you can with your family and your friends, and
I'll see you back here tomorrow
Host
Ben Ferguson
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