Restaurants Turn Clock Back After Customers Reject Modern Rebrands for Nostalgia

Over the past 10-15 years, several restaurants ditched their colorful, iconic looks for modernized redesigns. Menus have changed, and prices continue to climb while staff hours are cut, and some workers are replaced with automation and AI. Cracker Barrel has become the latest corporation to try this and it was met with viral rejection from the majority.

Now, customers are starting to reject the new and demand nostalgia.

Some chains like McDonald’s and Taco Bell are trying to turn back the clock and win back customers with nostalgic offerings, while Cracker Barrel scrambles to reverse course.

Where did the color go?

Since about 2010, several restaurants have ditched their bright colors and signature looks to “modernize” into their version of a Starbucks.

Pizza Hut eliminated the iconic building shape and red roof in 2016 for a sleeker look. 

Now there are constant memes about the classic Pizza Hut cups, lights, and even Book-It programs.

McDonald’s ditched their brightly colored restaurants with playgrounds for a “metropolitan coffee shop” look in the 2010s.

Prices keep creeping up here as well, with an estimated 40% increase since 2019!

Taco Bell switched from the easily recognizable terra cotta roof and color scheme in 2016. Now it’s a box with nothing resembling the original building, except for the logo. 

Like McDonald’s, Taco Bell’s prices have jumped up considerably since 2019.

Interestingly enough, the Cracker Barrel CEO Julie Felss Masino worked at Taco Bell during the time pricing began to climb. But that could be a coincidence.

Recently, they have been the target of trolling after they rolled out AI drive-thru. 

People hate the replacement of human workers by computers and AI. Now, customers are finding ways to “troll” the AI, including someone ordering 18,000 water cups!

Cracker Barrel has decided to go all in on the boxy, sterile look, and the news became the proverbial “straw that broke the camel’s back.” 

While the media tries to spin the narrative that only “Republicans,” “MAGA”, and “Conservatives” hate the design, the truth is that people across the board are united in hating the new look.

Blast from the Past

Many customers are starting to reject the “modern” and “sterile” corporate make-overs and want the brand personality back in their dining locations and options.

Older customers want nostalgia, while younger Gen Z customers yearn for the experiences we had in the 1980s and 1990s.

Taco Bell and McDonald’s have already launched campaigns to bring back customers.

McDonald’s has taken the lead on the nostalgia trend.

Previously, they brought back the Halloween Happy Meal “Boo Buckets” as well as McDonald’s Land characters and promotions, including a recent offering.

Taco Bell has announced a “retro Y2K” menu, cashing in on the Y2K nostalgia trend.

They are offering five discontinued menu items and lower prices to win back customers.

Less Corporation and More Connection

The takeaway for corporate-owned restaurants should be the recognition that modern customers don’t want sterile “modern” experiences.

Young and older customers want nostalgia and a return to connection. That connection is not AI drive-thru workers, automated locations, and lots of gray.

People yearn for simpler times. Brands that feel iconic, unique, affordable, welcoming, and places with people. This is why Gen Z wants malls back. It’s why the smart companies are turning the clock back.

Cracker Barrel was ten years too late to the party.

Corporations need to start caring more about customers than record profits and investors. Until they do that, they are going to start losing to competitors that offer more than just a subpar, but profitable experience.

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