If it’s not broke… don’t fix it. Marketing 101

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As a business owner in this industry, I’ve had a few people ask me: “What are your thoughts on Cracker Barrel and their new brand?” So here it is…

I’m a huge believer in change. I welcome it. I’m not afraid of it. But I also believe change should only happen when it’s necessary—and in this case, I don’t see why.

Cracker Barrel has always been an iconic name. Nostalgic. Familiar. A brand you just don’t touch. To me, it feels like they’re competing with themselves. Cracker Barrel will always be that old-time general store, southern comfort kind of restaurant. It’s what people know, love, and expect. So why try to modernize it?

This is something I think we struggle with as a society—constantly trying to “keep up with the Joneses.” But often, it doesn’t work. We’ve seen this play out with Bud Light and others who lost sight of their loyal audience. The truth is, you need to know who you’re selling to and why they buy from you.

For instance, my in-laws are in their mid-70s and have a fondness for Cracker Barrel. This new direction? It’s not tailored for them. Personally, I have cherished memories of visiting Cracker Barrel with my grandparents, enjoying breakfast for dinner, and spending our waiting time in the general store selecting which item my Granny would treat me to. I even still have the rocking chairs they purchased from Cracker Barrel many years ago. That’s a brand loyalty that runs deep, and that’s what keeps people coming back for 56 years, even when the “how do the old folks say it? The food has gone downhill.”

So here’s the takeaway for any business owner: Marketing 101

👉 Keep your marketing simple.

👉 Know your audience.

👉 Stay true to your mission.

👉 And if it’s not broke… don’t fix it.