Lessons Learned From the Cracker Barrel Rebranding

I was surprised at the backlash that Cracker Barrel received for the rebranding, which they have stated they are reversing. I was one who did not like the rebranding, not because the “old timer” was removed, but because of the message it sent.

I am an occasional patron of Cracker Barrel. It has been a place I seek out when on road trips to stop for a meal and to relax. It is a comfortable place where service is generally friendly, southern hospitality, and the food is okay.

From what I have seen over the last few days, and my own personal experience from recent visits over the last few years, Cracker Barrel needed to do something to increase sagging sales. The change of the logo and interior design was not what was needed.

I experienced poor service during my recent visits to various Cracker Barrel locations. I “wrote is off” as an inability to properly staff the restaurant as so many other businesses were experiencing, including the company where I work. That lack of “southern hospitality” and good service discouraged me from visiting Cracker Barrel as I traveled.

When I saw the rebranded logo and the re-designed interior, I did not mourn the loss of the “old man”, I mourned the loss of that feeling of home. As some people noted, it was as if they lost their soul and it was now just another “generic”, sterile, restaurant. It was giving up that relaxed country feel, the “southern hospitality”, and the relationship. They broke the relationship that they had with their customer base and now they must rebuild that relationship which may take time. Changing the brand logo back is not enough, they need to restore the atmosphere that has been lost.

What can we learn about this as we serve in children’s ministry?

Communication is critical. We must be diligent in our communication of upcoming changes, especially major changes. Clearly share why the change is being made and how it impacts families.

Relationships make connections. You have a much greater impact when people know, or sense, that you care about them.  As service quality waned, the rebranding, and the “sterile” interior all signaled that the hospitality that patrons once experienced was no longer a priority. When others begin to sense that you do not care, putting on a new shirt is insufficient. It was not the appearance, but the relationship that was broken. Focus on people more than you do programs and decor. As a leader, that includes those you are leading, volunteers, and families in your ministry. Amazing things happen when people know that you truly care about them, and when parents know that you truly care for their child.

From my perspective, Cracker Barrel tried to change to something new in their rebranding instead of going back to their roots and what made them special.

As we evaluate our ministries, we must not jump quickly to a change in curriculum or decor.  May we first look at the basic purpose, the roots of why we serve in children’s ministry. It is so children and youth may come to know, love, and serve the Lord Jesus Christ. Everything else should compliment that, not overshadow it.