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When Cracker Barrels ho-hum logo redesign unexpectedly became a target of online conservative ire last week, that probably felt like trouble for the brand. But to the contrary, it became an opportunity. After drawing a shocking amount of attentioneven President Trump weighed inthe new design has been withdrawn. And Cracker Barrel, a brand that hadnt generated much excitement in years, could emerge as the biggest winner of its own backlash. The backdrop for this remarkable turn of events was thoroughly familiar: a dusty, decades-old brand looking to refresh its image to make itself more relevant to a new generation of customers. While not a bad business, Cracker Barrel has been treading water: In its fiscal 2024 year, its revenue was $3.4 billion, up 0.8% from the prior year, with net income of $40.9 million, down from $78.5 million. Earlier this year, Cracker Barrel shares dipped as low as $34, from upwards of $175 in 2021. The simplified logo was part of a broader $700 million transformation plan designed to modernize the restaurant chain. The goal was to brighten and streamline the restaurant, which is known for its homey aesthetic of wood paneling and bric-a-brac wall decor as well as a gift shop full of tchotchkes. A reported 40 or so of its 660 locations have been decluttered and brightened up to varying degrees. Some customers have found the results colder and less welcoming, while others have been more open to the update, but there was hardly a pitched battle online or anywhere else about Cracker Barrels nascent glow-up. The reception to the new logo was different. The existing one dates back to 1977, and its not exactly an exemplar of crisp, modern design. Next to the Cracker Barrel wordmark, theres a bold-stroke rendering of an older man in overalls leaning on a barrel. Thats Uncle Herschel (named after the founders uncle), otherwise known as, simply, the Old Timer. Below that the phrase Old Country Store is tacked on like an afterthought. It didn’t seem like a shocking provocation when Cracker Barrel announced it was stripping this down to a slightly simplified version of the wordmark, sans the man and his barrel. If the chain was looking to court younger diners, losing the older guy from the logo doesnt seem like a radical or woke decision. But thats how some right-leaning online observers took itor perhaps made it. Donald Trump Jr. weighed in with an exasperated WTF on X, and conservative activist Robby Starbuck called the redesign a slap in the face. As more MAGA fans piled on, the companys share price fell more than 10%, to about $55, generating headlines about the erasure of $100 million in market value. Finally the hubbub awakened the inner design critic of the senior Trumpthe one who might have other priorities, such as reorganizing world trade or making good on promised peace deals. Cracker Barrel should go back to the old logo, admit a mistake based on customer response (the ultimate Poll), and manage the company better than ever before, the president wrote on Truth Social. They got a Billion Dollars worth of free publicity if they play their cards right. He may be exaggerating, but Trump isnt wrong about the free publicity. Two weeks ago you probably could not have described the Cracker Barrel logo off the top of your head, or known that Uncle Herschel even existed. In a matter of days, the Old Timer has become borderline iconic. No wonder Cracker Barrel welcomed the advice to walk away from a redesign that looked less modern than timid and generic. We said we would listen, and we have, the company announced. Our new logo is going away and our Old Timer will remain. In the short term, the brand can skip a less-than-dazzling redesign while still enjoying the possibilities of a drastically reenergized original logo. And since the online backlash was basically one-sidedthere didnt seem to be any progressive demand to commit to the new type treatment or replace the Old Timer with George Sorostheres little immediate downside. (The share price is now about where it was before the redesign was announced.) The longer-term picture is a little murkier. Cracker Barrel still needs to attract new customers, not just bolster its image with loyal ones. And according to the White House, the companys leadership called and thanked President Trump for weighing in on the issue, a decision that overtly leans into partisanship. Cracker Barrels next move has to be figuring out how to springboard off this weird episode to advance the streamlining and updating it needs to expand its appeal. Old timers may be important to hang on to, but the future depends on newcomers.
Category:
E-Commerce
Most leadership advice focuses on how to get promoted. But what happens after? Years ago, I moved from a role leading training and development in a large regional bank to a new position in product marketing. I had the luxury of staying in the organization, which gave me time to mentor my replacement. Carrie, my replacement, wanted the job and was fully qualified but filled with doubt. In our transition meetings, she admitted to me: I dont know if I can lead the training team like you. I only know this one area of training. The team loves you. Ill never be able to lead like that. A 2021 report by DDI reveals that 35% of internally promoted executives are considered failures. This failure rate escalates to 47% for executives hired externally. These numbers reflect the critical need for effective support during leadership transitions. If this sounds familiar, heres how leaders can coach someone up to replace them. COACH THEIR MINDSET AND NOT JUST THEIR SKILL SET When we hand off a role, we often default to knowledge transfer. We overemphasize tools, systems, and processes. But that is not where most leaders struggle. The deeper fear for most new leaders is internal: Will I ever be as good as you? Carrie kept comparing herself to me: My years of training experience, my understanding of facilitation, and my established role as the go-to expert. I had to give her permission to be different. In fact, she brought strengths I didnt: deeper business knowledge, stronger relationships across departments, and a leadership style that had already made her one of the most respected managers in the company. Helping her identify and leverage these strengths was far more important than teaching her how to plan a training calendar. During your transition period, try asking your successor questions like: What parts of this role feel most intimidating? and What strengths do you already have that could serve you here? Offer specific examples, where possible, of where their strengths or approach may provide different value to yours. IDENTIFY AND COACH TRANSFERABLE SKILLS When leaders overlook this step, they can unintentionally make successors feel like they are starting from scratch. Carrie didnt need training expertise on day one. She could learn that. What she needed was permission to lead in a way that reflected her own strengths. We spent time identifying her transferable skills, such as how she built trust, how she developed teams, how she navigated difficult personalities, and how to apply them to this new context. We explored how these new skills would show up in this context. To put this into practice, you can create a two-column chart with your successor. On one side, ask them to write down core demands of the role. On the other side, they can share examples from their previous roles that demonstrate those skills in action. PROVIDE EXPERTISE WITHOUT TAKING OVER When Carrie had to create a brand-new systems training, she immediately looked to me for answers. Instead of jumping in, I asked, When have you had to learn something new in the past? I encouraged her to reflect on her experience and based on her expertise, how she would design it to make it better. She didnt need me to give her the answers. She needed space to figure it out, with just enough support to build confidence. You should approach these moments like a coach, not a fixer. Ask for permission before offering feedback: Are you open to an observation? If your successor asks you to take over, get curious instead: What specifically feels uncomfortable? Is it a task or a relationship dynamic? COACH ON PEOPLE AND POLITICS (NOT JUST PROCESSES) While leadership is relational, most handovers solely focus on the workflows of systems. Instead of just handing over a road map, I asked my replacement to create an Influence Map: listing key colleagues across the organization shed need to partner with to succeed. We categorized each one: green for supporters, yellow for neutral or unknown relationships, and red for conflict or resistance. Influence doesnt come from pushing harder; it comes from navigating relationships with intention. If you choose to help your successor build a similar stakeholder map, try asking them questions like: Who can you build trust with? Who might you be avoiding? What past tensions need clearing? LET THEM JUMP IN BEFORE YOU STEP OUT Dont wait until your last day to start handing things over. During our three-week transition, I began redirecting tasks to Carrie right away. When deciding what to delegate, I had to ask myself, Do I still need to do this? Or is this a great opportunity for a handoff? The stakes were low and small mistakes were part of the learning. If the stakes are higher, you can still delegate, just partner differently. Let them shadow you, walk through your decision-making, or connect them with someone who can support them after youre gone. The earlier they step in, the more confident theyll be when you step out. To put this into action, ask yourself daily: What is one thing I can hand off today that builds their visibility or confidence? The earlier they practice, the more naturally they will lead after you are gone. Helping someone step into your old role requires letting go of control, nurturing a different style of leadership, and prioritizing long-term impact. Ultimately, the best leaders are not just good at their job; they are also good at ensuring that others are equipped to do it too.
Category:
E-Commerce
If you visit your local librarys Instagram page, chances are good that youll find book drive announcements, event notices, and calls for volunteerslikely formatted akin to a pamphlet youd find at the front desk. When residents of Milwaukee check out their librarys social media accounts, it’s a different story. Theyre met with memes, thirst traps, and a multipart cinematic video series parodying the oeuvre of Wes Anderson. For the past three years, Milwaukee Public Library (MPL) has been diverging from the typically staid online presence of most public libraries by going full-send on TikTok trends and video-first content geared toward a younger generation. The librarys accounts look more like the social media-savvy pages of companies like Duolingo or Sour Patch Kidsand its working. [Screenshot: Milwaukee Public Library TikTok] MPLs current Instagram follower count is nearly 240,000an 1,497.5% increase since it began rolling out quirky videos in 2022. And, since starting on TikTok the same year, the library now has 150,000 followers on that platform. Its pretty obvious why a for-profit company like Duolingo might make social media engagement a priority, when it can directly drive product visibility and sales. But for an institution funded by taxpayer dollars, the goal of going viral on TikTok is a bit less clear. According to Melissa Howard, MPLs communications and community engagement director, embracing a TikTok-forward strategy has actually driven the librarys mission in a number of ways, including by opening the door to new community partnerships, boosting database use, and getting younger readers back into the library stacks. @milwaukeepubliclibrary When you’re around I got arrhythmia (literally). I’m on multiple medications for it. #Girlfriend #HemlockeSprings #OldPeople #Elderly #Manga #Comics #Anime #fyp #FlippingOff #Birdie #MiddleFinger #FlipTheBird girlfriend – hemlocke springs Is this my public library or a meme page? In the summer of 2022, MPL was struggling with a dip in patronage that started during the pandemic. Fawn Siemsen-Fuchs, the librarys volunteer coordinator, decided to test the waters with more experimental social content to draw in young readers from communities like BookTok and Bookstagram. MPLs first TikTok videoa parody centering around returning a book to the book droptook off almost immediately, notching over 3 million views and 500,000 likes. We were one of the first libraries to get on Tiktok, have some fun with video content, and not have that more commercial tone, Siemsen-Fuchs says. View this post on Instagram A post shared by Milwaukee Public Library (@milwaukeepubliclibrary) Since then, MPL has experimented with a broad range of social video under the umbrella of what Siemsen-Fuchs describes as its personal brand of unhinged, heartwarming content. That includes a sensual thirst trap to promote the librarys blood pressure machines; a video featuring a 90-year-old patron reading manga (with more than 3 million views across platforms); and, most recently, a five-part series inspired by Wes Andersons portfolio. View this post on Instagram A post shared by Milwaukee Public Library (@milwaukeepubliclibrary) This last project incorporates layers of lore, carefully thought-out artistic direction, and a cast of characters pulled from the librarys staff. Siemsen-Fuchs says its inspired many followers to become personally invested in the storyline. People are like, Oh, my favorite show is on, or theyre sending popcorn gifs, she says. I would say, in general, our viewership is just so kind and so supportive, and they love the library. @milwaukeepubliclibrary Try one or try them all #AEHolidayCard #LetsGo #IntuitTouchdownDance #LibraryTok #LibraryToks #LibraryTikTok #LibrariesForAll #LibrariesRock #BeautifulLibraries #BlackFriday #BlackFridayDeals #fyp #fyp – ‘this is how u get the youth to read’ MPL certainly isnt the only library thats dipped its toes into the TikTok universe: Columbus, Ohios Columbus Metropolitan Library runs its own Law & Order-inspired series on TikTok, and Australias City of Marion Libraries page stars Denise, an employee who has become a fan-favorite character. Still, its not exactly commonplace to see libraries leaning into internet humor so wholeheartedly. Its been our observation that many public institutions do face hurdles when it comes to building a social presence that resonates, whether its from risk-averse cultures, siloed teams that make it hard to tell a unified story, or simply not having enough staff to keep up with the pace of digital media, Howard says. Weve been able to break through by trusting our small, creative team to experiment, take smart risks, quickly jump on trends, and develop a clear vision and voice to connect with people who love the library as much as we do. And while MPL doesnt exactly have sales data to demonstrate the impact of its social accounts, Howard says there are a number of ways that the librarys online presence has boosted its goals. Several videos have correlated with spikes in database use, Hoopla checkouts (a digital book catalog), job applications, and merch sales. In fact, one reel promoting the librarys T-shirts led to its highest merch sale month ever, an 180% increase over the previous month. @milwaukeepubliclibrary #fyp #bookdrop original sound – Freddychase The accounts have also led to new partnerships and civic collaborations, including work with tourism boards, other libraries like the New York Public Library, local bookstores, magazines, and the mayor of Milwaukee. The social media team even earned a Peabody nomination in 2024 for promoting stories that matter. And, while Howard says readership has not yet returned to its pre-pandemic highs, it has increased in the last couple of yearsa change that she attributes, at least in part, to the social media accounts’ success. MPLs social media presence shows that theres plenty of opportunity for public institutions to carve out their own dedicated niches online. For those with the added benefit of baked-in goodwill, like the public library, its a move that makes even more sense. The overwhelmingly wholesome comments on MPLs pages are a case in point: Considering moving to Milwaukee for the library, one Instagram user wrote. Another added, this is how u get the youth to read.”
Category:
E-Commerce
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