“Agent for the American Culture War”: Why did the new Krakir slogan ignite anger on the right? United States news

On Tuesday, the Supreme Commander of the United States weighing one of the most urgent issues facing our nation: restore the restaurant chain.

Last week, Cracker Barrel, which is a large-scale company in the country, tends to a comfortable and old aesthetic-“vibrator chairs on the balcony, a warm fire in the stove, table table games”- Declare It was updated her slogan.

Uncle Hershel, the man who once appeared next to the messages with a barrel. It caused anger on the right, as Donald Trump Junior has been charged with rename the brand: “WTF is wrong in Cracker’s barrel?!” Later, Trump SR was weighing, indicating that the company “admits a mistake.”

Companies change their slogans all the time – there was nothing to note about the gentle new image. Why did you pay the transformation of Karmir barrel such anger on the right?

It begins with the company’s position in popular imagination. Niraj Bahradouj, Professor of Professor of Marketing at the Haslalam College of Business at Tennessee University, says. “It is an institution.”

The new logo was part of an attempt Reaching younger customers With a more elegant look, more contemporary. But such an update contradicts the company’s image. The restaurant was established in 1969, and is famous for the southern food for rest, including fried chicken, biscuits and broth. Antique decor and public store elements such as old desserts.

“It contains this type of separate or ideal representation of what I think many will know it as” old days “,” says Jarvis Sam, founder and CEO of the Prown Practice and Professor of Practice at the University of Brown and the University of California, Berkeley. Provide equality and nostalgia for everyone. “

Sam says that the case of a barrel of cracking was a kind of “the agent for the largest culture war that is already developed around who has the American story.”

“Since people feel extreme contact and drawing with nostalgia to some of these experiences, it leads to a violent reaction when there is a change.”

This, of course, made it an easy goal for political figures that benefit from the culture of culture. “At best, it is a political theater.” Leaders have benefited from a slight change in a chain restaurant to present their message – including the idea that “waking a culture is a problem and will create a threat to American society, and convey what we understand is traditional American history.”

Cracker barrel has a dark history. In 1991, the company announced that it was founded “on the concept of traditional American values” – which It was inconsistent With employees who failed to “show values ​​of two different sexes.” He – she Function 11 workers LGBTQ+Which leads to protests. It seems that Returning the statementAlthough activists said that the workers had not been reset and bought the shares to pressure the company. He added the sexual orientation to the policy of non -discrimination in 2002.

Two years later, the series paid $ 8.7 million to settle 40 claims of plaintiffs with racist treatment for black customers and discrimination against black workers. Advances across 16 states It included rejecting service, separating black dinner, using racist insults and serving food outside the garbage. The prosecutor’s lawyer described the settlement “good closure to a bad period.”

Amid the last controversy, it was the highest votes calling for change on the right – but it appears to have penetrated the wider American awareness. Seventy -six respondents To a survey of Yougov, they said they preferred the old slogan, and the reverse reaction was sufficient Parre drowned at a value of approximately $ 100 million I draw a semi -excuse science, as the company said on Tuesday that it “can do better in the participation of who we are and we will always be.” This statement appears to indicate that the company was adhering to change, but later in the day, it appears: Uncle Hershel, apparently, is committed. Wednesday, The stocks rose 8 %.

So what is the work lesson in all this? Sam says, for one reason, it indicates that “whatever the market research they did, the majority of its consumers did not include” – if the company has been prepared for this response.

Bill Peres, a professional faculty member at the University of California at Berkeley at the University of California at Haas University, said that the company has suffered from a wound that was filled with self -mob. It could have been slow and more strict operation; However, returning to the plan made things more complicated. He says: “It seems that the dear leader has expressed an opinion, so we must support the dear leader.” This may not play well with 50 % of Americans who have not voted for Trump.

“If they believe in the design, they must have stick to it, and if they were ridiculously ridiculous, then this is an indication that they did not believe in the design and may not have passed in the first place,” Pierce says about the biscuit barrel. “They give the wind.” Reminds us in 1985 New Cook charcoal A disaster, where Coca-Cola released only a new formula to pull it within 77 days and return to “classic”.

Of course, this was the customer uprising, and not from a politician – the soda crisis in some way that did not reach the top of the Ronald Reagan agenda. Which raises a greater question: “If, five years ago, Sinator had been issued with a statement about this, it would have been surprised by their party” to document them on the behavior of a private company, Pierce says. “Where is the anger that the President of the United States notes even this?”