By Shane Reeves, CEO TwelveStone Health Partners
When my kids were young, Saturday mornings often meant piling into the car and heading to Cracker Barrel. It was more than breakfast—it was an experience. We loved the hometown feel, the comfort food, and of course, the massive gift shop at the front where we spent too much on candy and trinkets. Cracker Barrel felt like family.
That connection wasn’t surprising. After all, the brand was founded just down the road from my hometown, in Lebanon TN in 1969. The chain was bult on Southern roots, tradition and comfort.
Recently, Cracker Barrel leadership decided to make a change. In an effort to modernize, the company dropped its beloved ”Uncle Herschel” logo and rustic imagery in conjunction with a modern store remodel. On paper the changes were subtle. But to loyal customers, they signaled something more: a departure from heritage. The response was swift and strong—Cracker Barrel lost nearly $100 million in market value in less than 24 hours.
Within days, the company was forced to reverse course, scrapping it’s its modernization efforts and apologizing to customers and shareholders.
Here are five lessons that healthcare leaders can certainly learn from, those include,
- Protect Your Heritage
At TwelveStone, our patients, referral sources and employees don’t just connect to our services—they connect to our story of faith, care delivery and healing. As we grow and adapt, we must modernize carefully, ensuring that we never lose the values and identity that make us unique. Our heritage is not a liability; it’s a strength.
- Small Changes Send Big Messages
In healthcare, details matter. Whether it’s changing a billing process, adjusting patient communication, or refreshing our brand, small changes carry weight. Every adjustment sends a message. That’s why we must be intentional and transparent—making sure our patients and partners interpret changes as improvements, not shifts away from our core values.
- Listen Before You Leap
Before we roll out major initiatives—expanding into new markets, adding new infusion services, or shifting internal policies—we must pause to listen. Gathering feedback from staff, referring physicians, and patients ensures that changes are embraced rather than resisted. Listening builds buy-in!
- Relationships Outlast Design
Cracker Barrel learned the hard way that people weren’t attached to fonts or floorplans—they were attached to how the brand made them feel. The same is true in healthcare. Our “brand” is the trust families place in us during vulnerable moments. And our marketing is consistent with the experience we deliver focused on consistent, compassionate, high-quality care.
- Lead with Confidence, No Reaction
As leaders, we are called to make difficult decisions. But the way we communicate those decisions matters. If we waver or flip-flop under pressure, trust erodes quickly. Instead, we must lead with confidence and clarity—standing by well-reasoned choices even when they’re difficult.
Final Thoughts
Cracker Barrel’s stumble is a reminder that heritage, trust and relationships are fragile. In healthcare, the stakes are even higher. At TwelveStone, we are committed to protecting our story, listening to those who we serve, and leading with clarity. Because in the end, it’s not logos or buildings that define us—it’s the people we serve and the way we serve them.
