LEBANON, Tenn. – It’s a sticky, humid day at Cracker Barrel HQ but Uncle Herschel refuses to change into more seasonably appropriate garb as he gently glides back-and-forth in his hardwood rocking chair. A small “U.C., 1977” is engraved on the right arm rest, marking his first year with the Barrel.
But it’s easy to see why Herschel – or “Unc” as he’s known to kids – wants to stay in uniform. It’s been a wild ride, professionally, since the company he built briefly kicked him to the curb in favor of a logo & rebrand that was “just plain dumb”.
“It was wild to be honest with y’all,” he said. “One day I’m out here soakin in the sun and sittin’ with my barrel. The next, I’m trying to figure out how to update my resume. I mean, what’s an old man supposed to do after nearly 50 years in the barrel business?”
Brand Debacle Shakes the Barrel
Now, unless you’re living under a barrel you’re probably aware of the whole Cracker Barrel branding debacle. But just in case, let’s get caught up:
The company in late August decided to move to a more modern look, swapping Herschel, his barrel and the old-country vibes for what looked like a simplified iOS app icon and restaurant redesigns more reminiscent of hipster’s country chic nightmare.
The public was not having it. The reactions were visceral. Most came from a good place – wanting to not lose that down-home feeling tied to stopping for dumplin’s on a road trip from Atlanta to Louisville. Others tried to make it political.
But what about Herschel? How’d he feel about it?
“First I thought I was being punk’d … y’all remember that show?”, he said in between sips of sweet tea. “Some lady in a pant suit comes and tells me it’s time to pack my stuff and hit the road. No two-week’s notice. Nothing. C’mon, after all these years?”
Life after CB: Herschel Hunts for New Gig
Despite his frustrations, he knew he had to hit the job market.
“I thought it would be easy to land a new role because apparently I have a lot of, what experts call, ‘brand equity’,” he said.
That brand equity quickly got him calls with brands such as KFC, McDonald’s and even Chuck E. Cheese. None, though, were the right fit, he said.
“I mean, I’m just a guy with a barrel. The Colonel? Ronald? Chuck? Those guys are absolute legends. I could never steal a gig from those guys. It just isn’t right,” Herschel said.
Luckily for Herschel, Cracker Barrel’s exec team came to their senses and quickly offered his job back to him. His first thought: Why would they want me?
Why Herschel Matters More Than a Logo
It turns out, people love him. Sure, he sits as a quiet stoic, reassuring weary travelers that comfort food is nearby. But it’s more about how he (aka, the brand), makes people feel.
Logos are just that: Logos. But when they’re attached to memories and moments, they become so much more. People become emotionally attached. And isn’t that what brands yearn for, yet so few attain?
Cracker Barrel learned the hard way but ultimately did right by Herschel, who recently returned to his pedestal rocking chair outside HQ. As for what kind of crackers he keeps in that big ol’ barrel, he’ll never tell.
“Could be saltines, could be animal crackers – that secret stays with me,” he said.
Now that’s brand loyalty.
