Ben Vance

Right move. Cracker Barrel had made the same mistake as Jaguar. They targeted a nonexistent customer. They disdained their loyalists (too old, too white, too uncool, and in Jaguar’s case, clearly too male). And they tried to upgrade to a new customer who’s cool and trendy but doesn’t actually exist. Jaguar targeted what I’ve described as the “vegan barista who wants to roll up to the drum circle in a luxury sports car” demographic (which I thought was 0 people, but to be fair is at least 49 based on sales figures). Cracker Barrel targeted the kind of person who wants a more sleek, modern dining experience, and for some reason will still go to Cracker Barrel. The execs at these companies are not unintelligent or inexperienced. They seem to be boomers catching up to the zeitgeist of 2022 and using it as the basis of a “bold campaign” that can land them a panel slot at Cannes Lions. But the best brands are those that embrace their core audience and foster diehards (Costco, Chick-fil-A, Harley Davidson, etc.). You don’t get to pick a fantasy customer you’d rather serve. If you don’t respect the customers, just change jobs. Brands are built on loyalty, and if you turn your back on loyal customers, they’ll turn their backs on you. Good for Cracker Barrel!