原文标题： Cracker Barrel stock tanks after unveiling a controversial logo change 原文连结：https://tinyurl.com/msy7zktk 发布时间：Updated Aug 21, 2025, 10:53 AM ET PUBLISHED Aug 21, 2025, 7:40 AM ET 记者署名：Jordan Valinsky 原文内容： New York — Cracker Barrel’s modern makeover doesn’t stop with redoing its restaurants. It’s dropping the barrel and the man from its logo, too. 纽约 — Cracker Barrel 的现代化改造不仅止於重新设计餐厅，它还从商标中去掉了木 桶和人物图案。 On Tuesday, the Southern-inspired casual dining chain unveiled a new logo “ rooted even more closely to the iconic barrel shape,” but without the barrel itself — a central part of the brand’s identity since 1977. (As for the barrel itself, it was “essentially the water coolers of the day,” Cracker Barrel explained in a blog post.) 周二，这家南方风格的休闲餐饮连锁推出了一个新标志，称其「更加紧密地根植於标志性 的桶形」，但实际上却没有了木桶——这自 1977 年以来一直是品牌识别的核心部分。（ 至於桶的象徵意义，Cracker Barrel 在部落格中解释说，木桶「基本上就是当年的饮水 机」）。 Shares of Cracker Barrel (CBRL) nosedived more than 12% in trading Thursday. Cracker Barrel（股票代码 CBRL）股价周四暴跌超过 12%。 The identity refresh also includes new TV commercials, a redesigned menu and several new fall-themed foods, part of a larger $700 million transformation plan to shake off its stodgy image and lure in new diners. 品牌重塑还包括新的电视广告、重新设计的菜单，以及数款秋季主题新菜，这是其 7 亿 美元转型计画的一部分，目标是甩掉过时的形象并吸引新顾客。 “The way we communicate, the things on the menu, the way the stores look and feel … all of these things came up time and time again in our research as opportunities for us to really regain relevancy,” said CEO Julie Felss Masino in 2024. 执行长 Julie Felss Masino 在 2024 年表示：「我们的沟通方式、菜单上的内容、门店 的外观与氛围……在研究中一再被指出是让我们重获相关性的机会。」 In particular, the new logo is the latest in a string of changes angering some of its loyal fans who fear the 56-year-old chain is drifting too far from its bucolic roots. On social media, some users griped, with one writing that the “changing the logo just feels like another little piece of culture dying off. ” The change also angered some conservatives, too, like President Donald Trump’s son. 特别是，新标志引发了一连串变革中的争议，激怒了一些忠实顾客，他们担心这家有 56 年历史的连锁餐厅正渐渐远离乡村本色。在社群媒体上，有人抱怨说，「改标志感觉就像 另一小块文化正在死去。」这项改变也惹怒了一些保守派人士，包括美国总统川普的儿子 。 Cracker Barrel has also been remodeling some of its 660-plus restaurants. The chain has “decluttered” the interiors by removing the country-themed trinkets that lined the walls and lightened up the interiors, shifting away from the dark woods. So far, reaction has been mixed on social media, with some videos on TikTok going viral voicing their displeasure. Cracker Barrel 也正在翻新其 660 多家餐厅，将墙上的乡村风小摆设移除、整体内装变 得更明亮，淡化了传统的深色木质风格。到目前为止，社群媒体上的反应好坏参半，一些 抖音影片因顾客抱怨而爆红。 Masino remains adamant that the renovations are working, telling ABC News this week that “people like what we’re doing” and that feedback has been “ overwhelmingly positive.” Masino 坚持认为改造正在奏效，她本周接受 ABC 新闻访问时说：「人们喜欢我们正在做 的事」，反馈是「压倒性正面」。 Still, Cracker Barrel risks confusing its customers with a rebrand, especially with its recognizable logo and decor, according to Anjali Bal, associate professor of marketing at Babson College. 然而，Babson 学院行销副教授 Anjali Bal 指出，Cracker Barrel 的品牌重塑存在让顾 客困惑的风险，特别是考虑到其高度辨识度的商标与装潢。 “This risk is amplified if the company misjudges the market or fails to communicate the change effectively,” she told CNN. “In Cracker Barrel’s case, they’ve retained their color palette but altered their iconic logo, which is likely to face resistance simply because of how recognizable it is. That could spark curiosity among new customers, but it may also upset long- time patrons.” 她对 CNN 表示：「如果公司误判市场或未能有效传达变化，这种风险将被放大。在 Cracker Barrel 的案例中，他们保留了原有的色彩，但修改了具标志性的商标，这几乎 必然会遭遇阻力，因为它辨识度太高了。这可能引起新顾客的好奇，但也可能惹恼长期顾 客。」 Bal added that the updated logo makes Cracker Barrel “stand out less and risks diluting the brand’s uniqueness,” but the “challenge is ensuring that modernization doesn’t come at the expense of brand recognition or emotional connection.” Bal 补充说，新标志让 Cracker Barrel「辨识度下降，并有稀释品牌独特性的风险」， 但「挑战在於如何确保现代化不会牺牲品牌辨识度或情感连结」。 In June, Cracker Barrel posted an unusual earnings report for a restaurant: It ’s taking a $5 million hit from tariffs because of its retail shops, which largely has products imported from overseas. Restaurant revenue and same-store sales both slightly grew, mirroring other increases casual dining chains are experiencing. 在 6 月，Cracker Barrel 公布了一份不寻常的餐饮业财报：由於零售店的产品多从海外 进口，公司因关税损失 500 万美元。不过，餐厅营收与同店销售都有小幅增长，与其他 休闲餐饮连锁的成长趋势一致。 心得/评论： 这个Cracker Barrel转型计划和上个月的American Eagle Outfitters刚好成为对比 https://i.urusai.cc/YxsEN.JPG https://i.urusai.cc/qMbwg.jpg https://i.urusai.cc/zvqwe.jpg 原本餐厅的乡村怀旧氛围 https://i.urusai.cc/qKwVI.jpg https://i.urusai.cc/3Z8xC.jpg https://i.urusai.cc/XMU8r.jpg 改装後的氛围 https://i.urusai.cc/caseC.jpg 目前不管是Reddit还是X都在骂这个CEO就是个只会乱搞的觉醒仔 --

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