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Cracker Barrel Old Country Store’s (NASDAQ:CBRL) decision to revert back to its original logo may have had more to do with declining sales than “listening to our guests” reflecting the measurable influence of social media outrage.
According to credit and debit card data compiled by Bloomberg Second Measure, transactions at the restaurant chain slowed beginning August 19, coinciding with the unveiling of the company’s new, streamlined logo which removed “Uncle Herschel” and the iconic cracker barrel.
The drop in sales accelerated through August 26 as angry social media posts were amplified by President Trump’s criticism of the new logo, ultimately encouraging the company to restore its old logo in less than a week, admitting that “we could’ve done a better job sharing who we are.”
“If the last few days have shown us anything, it’s how deeply people care about Cracker Barrel. We’re truly grateful for your heartfelt voices,” the company said in a statement on its website.
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