Not since Jaguar recently tried to ditch their Jaguar Leaper, has the core customer been so outraged.
you are not sure what most of those items are, then whatever you think they are will likely be wrong! The regular Cracker Barrel of today has evolved carefully over the years, but is still intrinsically true to its roots in the country store. When you step into a Cracker Barrel, you are stepping back in time, with warm and friendly service. The menu and the merchandise have been exceptionally well- curated over the years to present products that remain relevant, but cling to the skills and styles of the past. There
Jaguar MK II mascot Jaguar leaper
Not since Jaguar recently tried to ditch their Jaguar Leaper, has the core customer been so outraged. The reaction to the fleetingly new Cracker Barrel, was perhaps best captured by the Instagram page of Appalachian Shae Haesicks . She posted at the time, in an open statement addressed to Cracker Barrel: “If y’all take away the nostalgic feeling of getting slapped in the mouth by my grandma because
are strong American Indian influences, and if you are looking for a gift, you will seldom walk out empty-handed. Sweeping away the ‘old’ with a nod to
woke fraternity, and a modernising sweep of sanitiser across the iconic logo – which depicts an Old-Timer (based on an image of the founder’s Uncle Herschel McCartney ) sitting on his bentwood chair and leaning on a barrel – was swept away.
wokeness Against this backdrop, it is not difficult to imagine the prospect of a customer backlash when they recently launched a rebrand. With more than a nod to the
And then comes the train wreck. Or not. The Jaguar experience was even more catastrophic as sales plunged 97.5% in Europe and 50% worldwide, and now threatens their survival. True, it was also linked to the headlong dive into electric vehicles which the majority of consumers have failed to sign up to willingly, but even the used car sales are down by around 10%.
I was backtalking and then her going in the kitchen and making me a homemade pancake, then I’m sorry, you ain’t got nothing for me.” I had to play this back a couple of times to get her complete drift, but she captured the brand perfectly, and in so doing revealed just how badly they had messed up. $700 million down the drain, they have now abandoned the store makeovers that were planned and reverted to the previous logo after sales slumped, wiping $100 million off their market value.
October 2025 | Issue 141 | Asset Magazine 287
286 Asset Magazine | Issue 141 | October 2025
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