餐饮连锁Cracker Barrel新Logo引发网络哗然,股价应声下跌

老虎资讯综合
Aug 22

以温馨装饰和美国南方风味早餐闻名的餐饮连锁Cracker Barrel,近日因其极简主义新Logo设计而陷入舆论漩涡。尽管该品牌去年就开始以更明亮的灯光和"现代农舍"风格对600家门店进行改造,但本周公布的Logo变更仍让顾客和投资者措手不及。

该公司股价周四盘中一度下跌近15%,最终收跌7%报54.80美元。不过其股价过去52周仍累计上涨34%,且最新财报表现强劲:每股收益58美分远超分析师预期,营收达8.21亿美元。

Cracker Barrel(CBRL)称新Logo"更紧密地植根于标志性的桶形轮廓",但事实上沿用数十年的实际桶形图案已消失。部分保守派人士指责此举是推行"DEI(多元化、公平与包容)体系"的一部分。特朗普之子小唐纳德·特朗普周三在X平台发文声援批评声浪:"@CrackerBarrel 到底搞什么鬼??!"

DEI争议引发社交媒体热议,X平台上"Cracker Barrel redesign faces fiery customer backlash"话题已积累近50万条推文,周四更是登上谷歌热搜榜首。 redesign也引发诸多抱怨,有Reddit用户写道:"这种改造正在让Cracker Barrel乡村商店失去魅力",另一人针对门店改造表示:"我希望坐在温馨怀旧的环境里"。

Cracker Barrel表示现代化改造旨在拓展业务。公司首席执行官朱莉·费尔斯·马西诺去年夏季启动全国改造计划时曾说:"我们的目标是保留人们喜爱Cracker Barrel的核心特质,同时稍拓宽边界以吸引更多顾客。"

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