Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:11):
That's so easy, A bitter has brown. Take my hand, Mama,
we're going to town. Oh why don't wand.
Speaker 2 (00:19):
Up a thing to do?
Speaker 1 (00:22):
Eggs so easy, hass brows and you we'll have coffee.
Speaker 2 (00:26):
That sounds like the perfect breakfast to order at Cracker Barrel.
If you've ever been to Cracker Barrel, maybe you were
driving somewhere on a trip and you said, ah, I
about some comfort food this morning. And things changed lately
with Cracker Barrel, or evolved. What changed? Well, Cracker Barrel
is now making a promise to their customers that their
(00:49):
new logo, well, they're going to keep some of the
features that you've come to love. The most popular things
in their stores aren't going anywhere. Rocking chairs on the porch,
a warm fire in the hearth, peg games on the table,
remember those, and unique treasures in the gift shops. Those
are the things that people came to like. But the
(01:10):
old timer that was sitting on the logo next to
the barrel is the image of the founder, Uncle Herschel,
that's been removed from the logo, and as a result,
as a result, the stock dropped by ninety four million
dollars in one day, So that's why they felt I
guess they had to release a promise to their guests.
(01:33):
Maybe it's not just the logo though. The decorps inside
the restaurant is changing. It's getting more bright and more modern.
John Trustcott Truscott Rossman, based in Lansing and Grand Rapids
and Washington, DC and Detroit and in demand around the nation,
is on our AT and T line right now. Thank
(01:53):
you for being here.
Speaker 3 (01:55):
Glad to be here.
Speaker 2 (01:56):
Do you think this is an example what you and
I are old enough to remember what happened when Coke
changed their recipe? People went bananas? Is this a similar
example like that?
Speaker 3 (02:08):
You know? I think it is one the Colonel FuGO.
It's kind of bland, but with the amount of change
going on in society right now, people are just uptight
about everything. Things are moving at a more rapid pace
than they've ever moved. And so you throw this in
something that was kind of a stable, family style, very
(02:31):
lovable type of logo, and you changed that without any
explanation of why or what you're trying to achieve. I
think people just rebelled against it.
Speaker 2 (02:42):
Well, I mean, it's not the first time there have
been changes. Remember Kentucky Fried Chicken, for instance, they're not
Kentucky Fried Chicken anymore. They're called KFC. Federal Express became FedEx.
I guess maybe you know, there is some necessary evolution
to brands right get because of that.
Speaker 3 (03:03):
There absolutely is times change, people's preferences change. I think
they could have avoided some of this if they would
have gotten out and explain the why they have to
have research behind us. Any pig corporation would for a
major change like this. Explain what your customers wanted, and
you're reacting to the customer desires and what they're looking for,
(03:26):
because you've taken away what a lot of people just
felt was kind of iconic, kind of a throwback. It
was comfort in very troubling times, and they've thrown that
out and made it just kind of like everything else.
And so explain why you're doing it, what your intent is,
and that your focus is on the food and the experience.
(03:48):
If you keep driving business, the stock will turn around,
you'll start making money again. That's they just didn't follow
some of the basic principles.
Speaker 2 (03:58):
They must have felt it was necessary, right.
Speaker 3 (04:02):
You know, I think there is so much change in
society right now. Again, we are dealing with so much,
so fast, and they're trying to keep up with it,
trying to look a little modern, trying to probably attract
a new, younger audience, which you always have to try
to go out and get new customers. And they probably
thought this would do it. And again their research may
(04:24):
have shown this, but when you're not explaining it allows
a small group of people these days to start a conversation,
get it to go viral and you lose all control.
Speaker 2 (04:37):
And when you throw in you know who in any
kind of way, the guy who's in the White House,
then you really get gas on the fire.
Speaker 3 (04:48):
It's the times we're in. You have to recognize it
because it's reality and you have to deal with it.
There are good strategies, you know, there are good people
doing great work out there. This just really missed the market.
It's too bad for them. I would say, go back,
focus on your food, focus on quality, and they did yesterday,
as you said, kind of issue an explanation, apology. It's
(05:11):
a first step, but there's definitely more to do there.
Speaker 2 (05:15):
Do you think John Truscat, as a public relations expert,
that this kind of attention could actually drive business to
Cracker Barrel.
Speaker 3 (05:23):
You know, I think it could if they know how
to harness it correctly. If they do it outreach to customers,
give us a try. I would run some sort of
program with a discount attached to it or coupon attached
to it or something and say, come in and vote yourself,
tell us what you want. And you know, that's kind
(05:44):
of on the spot research, but that may get people
taking another look, showing up, and you know what, they
may show up and they may like some of the changes.
You don't know what we're what we're seeing now is
a lot of interpretation through different stories. He's what different
people have posted. People are not necessarily experiencing it for themselves.
(06:05):
And if they do that and they like it, they'll say,
you know, maybe it's not so bad after all. Maybe
I can accept this change.
Speaker 2 (06:13):
Because honestly, when was the last time you talked about
Cracker Barrel or even thought about it.
Speaker 3 (06:21):
It's it's been a while. Except when I drive by
and asked my wife, Hey, you want to go to
Cracker Barrel? Uh No, not really want to try. I
love waffle House. And I did just say to her
on that.
Speaker 2 (06:39):
That's all right.
Speaker 3 (06:39):
Say.
Speaker 2 (06:39):
I was at I read an article the other day
about how many Hooters stores are closing across the country,
and there's one guy he owns about fifty of them
and he's trying to save it. And I heard that
the one at the Village's near Ocalla was the most
popular successful one in America. So I happened to be
I gave it a try. When then they're the whole
parking lot was full, every chair was taken in the
(07:01):
middle of a Sunday afternoon. I said, well, they went
to church and then they went to Hooters. Yeah, why not?
Speaker 3 (07:08):
Why not? And by the way, have you.
Speaker 2 (07:13):
Taken a look at Jaguar lately or Gucci? Talk about
brands that have evolved and changed. John Truscott can help
your company. He's the CEO of Truscott Rossman Asia at
Cracker Barrel. Or should we go to Hooters
That's so easy, A bitter has brown. Take my hand, Mama,
we're going to town. Oh why don't wand.
Speaker 2 (00:19):
Up a thing to do?
Speaker 1 (00:22):
Eggs so easy, hass brows and you we'll have coffee.
Speaker 2 (00:26):
That sounds like the perfect breakfast to order at Cracker Barrel.
If you've ever been to Cracker Barrel, maybe you were
driving somewhere on a trip and you said, ah, I
about some comfort food this morning. And things changed lately
with Cracker Barrel, or evolved. What changed? Well, Cracker Barrel
is now making a promise to their customers that their
(00:49):
new logo, well, they're going to keep some of the
features that you've come to love. The most popular things
in their stores aren't going anywhere. Rocking chairs on the porch,
a warm fire in the hearth, peg games on the table,
remember those, and unique treasures in the gift shops. Those
are the things that people came to like. But the
(01:10):
old timer that was sitting on the logo next to
the barrel is the image of the founder, Uncle Herschel,
that's been removed from the logo, and as a result,
as a result, the stock dropped by ninety four million
dollars in one day, So that's why they felt I
guess they had to release a promise to their guests.
(01:33):
Maybe it's not just the logo though. The decorps inside
the restaurant is changing. It's getting more bright and more modern.
John Trustcott Truscott Rossman, based in Lansing and Grand Rapids
and Washington, DC and Detroit and in demand around the nation,
is on our AT and T line right now. Thank
(01:53):
you for being here.
Speaker 3 (01:55):
Glad to be here.
Speaker 2 (01:56):
Do you think this is an example what you and
I are old enough to remember what happened when Coke
changed their recipe? People went bananas? Is this a similar
example like that?
Speaker 3 (02:08):
You know? I think it is one the Colonel FuGO.
It's kind of bland, but with the amount of change
going on in society right now, people are just uptight
about everything. Things are moving at a more rapid pace
than they've ever moved. And so you throw this in
something that was kind of a stable, family style, very
(02:31):
lovable type of logo, and you changed that without any
explanation of why or what you're trying to achieve. I
think people just rebelled against it.
Speaker 2 (02:42):
Well, I mean, it's not the first time there have
been changes. Remember Kentucky Fried Chicken, for instance, they're not
Kentucky Fried Chicken anymore. They're called KFC. Federal Express became FedEx.
I guess maybe you know, there is some necessary evolution
to brands right get because of that.
Speaker 3 (03:03):
There absolutely is times change, people's preferences change. I think
they could have avoided some of this if they would
have gotten out and explain the why they have to
have research behind us. Any pig corporation would for a
major change like this. Explain what your customers wanted, and
you're reacting to the customer desires and what they're looking for,
(03:26):
because you've taken away what a lot of people just
felt was kind of iconic, kind of a throwback. It
was comfort in very troubling times, and they've thrown that
out and made it just kind of like everything else.
And so explain why you're doing it, what your intent is,
and that your focus is on the food and the experience.
(03:48):
If you keep driving business, the stock will turn around,
you'll start making money again. That's they just didn't follow
some of the basic principles.
Speaker 2 (03:58):
They must have felt it was necessary, right.
Speaker 3 (04:02):
You know, I think there is so much change in
society right now. Again, we are dealing with so much,
so fast, and they're trying to keep up with it,
trying to look a little modern, trying to probably attract
a new, younger audience, which you always have to try
to go out and get new customers. And they probably
thought this would do it. And again their research may
(04:24):
have shown this, but when you're not explaining it allows
a small group of people these days to start a conversation,
get it to go viral and you lose all control.
Speaker 2 (04:37):
And when you throw in you know who in any
kind of way, the guy who's in the White House,
then you really get gas on the fire.
Speaker 3 (04:48):
It's the times we're in. You have to recognize it
because it's reality and you have to deal with it.
There are good strategies, you know, there are good people
doing great work out there. This just really missed the market.
It's too bad for them. I would say, go back,
focus on your food, focus on quality, and they did yesterday,
as you said, kind of issue an explanation, apology. It's
(05:11):
a first step, but there's definitely more to do there.
Speaker 2 (05:15):
Do you think John Truscat, as a public relations expert,
that this kind of attention could actually drive business to
Cracker Barrel.
Speaker 3 (05:23):
You know, I think it could if they know how
to harness it correctly. If they do it outreach to customers,
give us a try. I would run some sort of
program with a discount attached to it or coupon attached
to it or something and say, come in and vote yourself,
tell us what you want. And you know, that's kind
(05:44):
of on the spot research, but that may get people
taking another look, showing up, and you know what, they
may show up and they may like some of the changes.
You don't know what we're what we're seeing now is
a lot of interpretation through different stories. He's what different
people have posted. People are not necessarily experiencing it for themselves.
(06:05):
And if they do that and they like it, they'll say,
you know, maybe it's not so bad after all. Maybe
I can accept this change.
Speaker 2 (06:13):
Because honestly, when was the last time you talked about
Cracker Barrel or even thought about it.
Speaker 3 (06:21):
It's it's been a while. Except when I drive by
and asked my wife, Hey, you want to go to
Cracker Barrel? Uh No, not really want to try. I
love waffle House. And I did just say to her
on that.
Speaker 2 (06:39):
That's all right.
Speaker 3 (06:39):
Say.
Speaker 2 (06:39):
I was at I read an article the other day
about how many Hooters stores are closing across the country,
and there's one guy he owns about fifty of them
and he's trying to save it. And I heard that
the one at the Village's near Ocalla was the most
popular successful one in America. So I happened to be
I gave it a try. When then they're the whole
parking lot was full, every chair was taken in the
(07:01):
middle of a Sunday afternoon. I said, well, they went
to church and then they went to Hooters. Yeah, why not?
Speaker 3 (07:08):
Why not? And by the way, have you.
Speaker 2 (07:13):
Taken a look at Jaguar lately or Gucci? Talk about
brands that have evolved and changed. John Truscott can help
your company. He's the CEO of Truscott Rossman Asia at
Cracker Barrel. Or should we go to Hooters
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