[新聞] 因Logo更換 Cracker Barrel股價暴跌

看板Stock (股票)作者TyuzuChou (潤潤潤)時間1小時前 (2025/08/22 02:39)推噓3(3推 0噓 2→)

留言5則, 4人參與討論串1/1

原文標題： Cracker Barrel stock tanks after unveiling a controversial logo change 原文連結：https://tinyurl.com/msy7zktk 發布時間：Updated Aug 21, 2025, 10:53 AM ET PUBLISHED Aug 21, 2025, 7:40 AM ET 記者署名：Jordan Valinsky 原文內容： 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. 紐約 — Cracker Barrel 的現代化改造不僅止於重新設計餐廳，它還從商標中去掉了木桶和人物圖案。 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.) 週二，這家南方風格的休閒餐飲連鎖推出了一個新標誌，稱其「更加緊密地根植於標誌性的桶形」，但實際上卻沒有了木桶——這自 1977 年以來一直是品牌識別的核心部分。（至於桶的象徵意義，Cracker Barrel 在部落格中解釋說，木桶「基本上就是當年的飲水機」）。 Shares of Cracker Barrel (CBRL) nosedived more than 12% in trading Thursday. Cracker Barrel（股票代碼 CBRL）股價週四暴跌超過 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. 品牌重塑還包括新的電視廣告、重新設計的菜單，以及數款秋季主題新菜，這是其 7 億美元轉型計畫的一部分，目標是甩掉過時的形象並吸引新顧客。 “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. 執行長 Julie Felss Masino 在 2024 年表示：「我們的溝通方式、菜單上的內容、門店的外觀與氛圍……在研究中一再被指出是讓我們重獲相關性的機會。」 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. 特別是，新標誌引發了一連串變革中的爭議，激怒了一些忠實顧客，他們擔心這家有 56 年歷史的連鎖餐廳正漸漸遠離鄉村本色。在社群媒體上，有人抱怨說，「改標誌感覺就像另一小塊文化正在死去。」這項改變也惹怒了一些保守派人士，包括美國總統川普的兒子。 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 多家餐廳，將牆上的鄉村風小擺設移除、整體內裝變得更明亮，淡化了傳統的深色木質風格。到目前為止，社群媒體上的反應好壞參半，一些抖音影片因顧客抱怨而爆紅。 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 堅持認為改造正在奏效，她本週接受 ABC 新聞訪問時說：「人們喜歡我們正在做的事」，反饋是「壓倒性正面」。 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 學院行銷副教授 Anjali Bal 指出，Cracker Barrel 的品牌重塑存在讓顧客困惑的風險，特別是考慮到其高度辨識度的商標與裝潢。 “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.” 她對 CNN 表示：「如果公司誤判市場或未能有效傳達變化，這種風險將被放大。在 Cracker Barrel 的案例中，他們保留了原有的色彩，但修改了具標誌性的商標，這幾乎必然會遭遇阻力，因為它辨識度太高了。這可能引起新顧客的好奇，但也可能惹惱長期顧客。」 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 補充說，新標誌讓 Cracker Barrel「辨識度下降，並有稀釋品牌獨特性的風險」，但「挑戰在於如何確保現代化不會犧牲品牌辨識度或情感連結」。 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 公布了一份不尋常的餐飲業財報：由於零售店的產品多從海外進口，公司因關稅損失 500 萬美元。不過，餐廳營收與同店銷售都有小幅增長，與其他休閒餐飲連鎖的成長趨勢一致。心得/評論：這個Cracker Barrel轉型計劃和上個月的American Eagle Outfitters剛好成為對比 https://i.urusai.cc/YxsEN.JPG

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原本餐廳的鄉村懷舊氛圍 https://i.urusai.cc/qKwVI.jpg

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改裝後的氛圍 https://i.urusai.cc/caseC.jpg

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