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Cracker Barrel and Its Shadow

One of Aesop’s best-known and most-beloved fables is the story of “The Dog and the Shadow,” which goes like this:

“It happened that a Dog had got a piece of meat and was carrying it home in his mouth to eat it in peace. Now on his way home he had to cross a plank lying across a running brook. As he crossed, he looked down and saw his own shadow reflected in the water beneath. Thinking it was another dog with another piece of meat, he made up his mind to have that also. So he made a snap at the shadow in the water, but as he opened his mouth the piece of meat fell out, dropped into the water and was never seen more.

“Beware lest you lose the substance by grasping at the shadow.”

I’ve been thinking a great deal about the fable this week, after reading that Julie Masino, the CEO of Cracker Barrel, has decided to step down from her position. According to an announcement made by the company, Masino will leave her executive role on Aug. 10 and will stay on with the company as an adviser until Oct. 9.    

Masino, you may recall, was the CEO who, last year, introduced the new, stripped-down Cracker Barrel logo as part of a much larger, $700 million “transformation plan.” I’m not entirely sure why it cost almost three-quarters of a billion dollars to remove the beloved “Old Timer” from the logo, but then, they didn’t ask me.

Maybe they should have.

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If they’d asked me, I might have told them that they were making a huge mistake. I might have warned them that their customer base would revolt. I might have told them that the backlash on........

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