I’ve always thought that it’s really tough to succeed in business. You’ve got to worry about government regulations, a shortage of dependable employees, the 20% of customers who are Karens or Karen-adjacent, and brutal competition.
Grocery stores have profit margins between 1-2%; half of restaurants are out of business within 5 years. If you’re a small business, the big boys will try to crush you. If you’re a big business, the Chicoms will steal your IP and undercut you.
I started out as a landlord with a net worth of about $6K, and had to buy a house that was in such bad shape that no other real estate people wanted to buy it and put the work in that it needed. When I managed to finish it, after surviving a dozen rookie mistakes, I had to compete for tenants with big-dollar real estate companies and large apartment complexes.
And if some leftist d-bags moved into the neighborhood and put a few obnoxious, virtue-signaling “In this house we believe…” signs in their yards, no reasonable people would want to live there, and my property’s value would plummet.
So yeah, business is tough. (It’s certainly not government, where you have to embezzle millions and rape a nun in front of many witnesses to lose your job, and a program or department can fail for many decades, and still have eternal life.) You’ve got to put substantial stakes at risk and work your butt off, and you still might fail.
That’s what I used to think, anyway.
But now I’ve been watching our culture for the last five years or so, and I’m starting to ask myself a new question: How hard is it to NOT ruin your business?
Consider Bud Light. You’ve got a built-in audience of semi-drunk frat boys and former frat boys who will continue to buy your product out of a kind of tipsy muscle-memory. You’re on autopilot. Just keep turning out middling beer and hammering checks.
But no. You hire some woke management who puts an AWFL (affluent white female liberal) in charge of marketing, and she starts by saying that frat boys are disgusting, and we want a new audience. And she hires a ridiculous boner-killing he/she to call into question the masculinity of anybody seen drinking Bud Light in public. And billions of dollars fall off your market valuation overnight.
Or say you’re Jaguar. British vibes, sexy lines; even the ridiculous Brit mis-pronunciation of your name (jag-you-are) is cool, somehow. (For the proper pronunciation, check the Jacksonville NFL franchise: jag-wahr. You’re welcome, Nigel.) So do you run an ad campaign with some James Bond-looking guy in the driver’s seat, with an attractive female in the passenger seat, giving him a look like she can’t wait for him to get her home so she can throw herself on him like JB Pritzker on a deep-dish pizza?
No. You hire a bunch of androgynous freaks with rhombus-shaped haircuts who look like the casting call for that old SNL sketch about the German new-age music show. (“Now is the time on Sprockets ven ve dance!”) (Google it.) And you shoot them on a sound stage modeled on a Salvador Dali nightmare on Planet Teletubby, with a soundtrack from an Eastern-block Devo cover band.
And you never show a Jaguar for even one second!
Annnnnddddd… market share collapse.
Or how about Victoria’s Secret? Talk about a bullet-proof built-in market! You’re shooting for the 97% of men who will drive into the back of a city bus or fork a piece of steak right into their own eye if an attractive female walks by wearing a lot more clothes than a Victoria’s Secret model. And the 97% of women who want to appeal to those men, or look like those women.
For decades VS followed a tried-and-true approach: pay 20-something genetic freak supermodels to eat like a rabbit and be photographed with six square inches of fabric covering the points of most interest, and then back up a Brinks truck to the cash register and watch millions of customers throw heavy bags of cash into it.
But along come the AWFLs and the misogynistic gay guys, with their brilliant plans to fix something that isn’t just NOT broken, it’s un-freaking-breakable.
“Let’s get some morbidly obese women whom men would pay to put on some clothes, and shoehorn them into some slinky unmentionables. Make sure the camera crews wear mylar face-shields lest a thong or garter belt succumbs to physics, snaps with a rifle-shot sound, and takes out an eye.”
Then another one says, “I’ll see your Rosie O’Donnell gambit, and raise you a Dylan Mulvaney. That’s right, let’s strap some mentally unstable men into that lingerie. And before you can ask, NO, we’re not going to photoshop out their shaving shadows or tell-tale testicles.”
(Worst Edgar Allan Poe story ever, by the way.)
That’s a thing that happened in the world. Victoria’s Secret kicked Gisele Bundchen’s and Heidi Klum’s firm behinds and voluptuous breasts to the curb, replacing them with Admiral “Rachel” Levine in a lacy Babydoll contraption and a Lizzo look-alike in a pair of critically unstable boy shorts.
It was all bulges – either phallic or adipose – as far as the eye could see and the gorge could rise.
And Sports Illustrated followed suit (!), turning the once-coveted swimsuit edition into the visual equivalent of Chinese water torture, without even the chance to catch a glimpse of a random Fang Fang in her skivvies. (#Swalwellisaflatulenttraitor)
Or how about the NFL? Football is an un-screw-up-able product, right? It’s America’s sport, and the competition is not particularly close. Your audience is largely straight males and their straight female companions; a majority of them are white, and the kind of non-racists who will happily root for a largely black league. The vast majority of them are politically conservative, and the few others are a-political.
And you want to talk about loyal? The Bears have sucked for a generation, but Chicago still supports them. Cleveland hasn’t been decent since Jim Brown was a teenager, and that town comes out in a snowstorm to watch a mathematically eliminated team play in a blizzard in the first week of December.
So what does the NFL do? They try to force whiny leftist politics down the throats of their rock-ribbed conservative audience! They dress their players in pink and deck them out in “stop breast cancer” gear.
Because as everybody knows, the top two causes of breast cancer are complicated blocking schemes and a blitzing defense, I guess? “Did you hear about Janice in accounting? She just had to have a double mastectomy.” “Oh no!” “Yep. Apparently she had a lot of exposure to pulling guards and trap blocks on stunting defensive ends, so…”
You have a chance to highlight a player like Tim Tebow – studly, telegenic, proudly Christian and patriotic. He does all kinds of charity work, including putting on prom events for disabled kids. He’s the closest thing to Jesus to ever put on cleats – if Jesus could bench four Mamdanis, each holding 100 pounds that they couldn’t lift by themselves.
So does the NFL brass thank their lucky stars and put Tebow on the cover of Madden 2011? No, they rend their garments and cry out, “Give us Barabbas! And by Barrabbas we mean America-hating, whitey-hating far-left problem-child Colin Kapernick!”
Then the league slathers the field with insulting sayings like “End Racism,” as if a bunch of white guys cheering for guys named (I’m not making these up) Barkevious Mingo, D’Brickashaw Ferguson, and Dontayvion Wicks need to be reminded not to be so racist.
And after all that…flamboyantly gay male cheerleaders.
Look, I’ve got nothing against gay guys. They bring a lot of panache to parades and drag shows, both of which I’m never going to, but you do you.
And I’ve got nothing against male cheerleaders. Back in the day, they were muscular straight guys who finagled their way into a job that required them to toss petite cuties over their heads and look up their skirts in broad daylight. For safety, or something.
So well-played, old-school male cheerleaders.
But these guys are not those guys. These guys are the Richard Simmons crossed with backup dancers for Lil’ Nas X type of guys. (I’ll take “Pop culture references that I’d never expect from Martin for a thousand, Alex.”)
And zero NFL fans want to see that!
Again, I’m not saying there’s not a place for those fellas. But I wouldn’t put them on an NFL sideline in hotpants, any more than I’d cast Dick Butkus or Bud Grant for next season’s Queer Eye for the Straight Guy. (I’ll take “Pop culture references that I would ABSOLUTELY expect from Martin for a thousand, Alex.”)
Which brings us to Cracker Barrel. Oh, Cracker Barrel. Another franchise that is not broken. So naturally, some woke doofi are intent on fixing it.
One of my extended family members manages a Cracker Barrel, and I’ve eaten at their restaurants quite a few times. Since I’ve lost some weight and am trying to maintain my professional-athlete-like physique, I don’t eat there as often as I used to.
But when I get a hankerin’ for 4000 calories-worth of French toast and sausage, or some chicken-fried chicken – or even just whenever I feel like going to a place where I can use the word “hankerin’” without a bunch of snooty AWFLs looking down their noses at me – I’ll enjoy a meal at Cracker Barrel.
But now they too have steered into the skid of “how can we remake ourselves into something that our customers will hate?” And I just don’t get it. They’ve seen what happened to Bud Light, and Jaguar, and a dozen others.
And yet they still said, “Hold my sweet tea, and watch this.” They took their familiar logo – which consisted of an old white guy sitting next to an old barrel – and they removed both the cracker and the barrel. And replaced them with a generic black-letters-on-orangish-background logo saying, “Cracker Barrel.”
Which looks like it could just as well say, “Dollar General.” Or “DeWalt Tools.” Or “Federated Waste Management.”
And after a brutal roll-out during which they’ve received 99% negative feedback, the corporate chieftains – none of whom I’m guessing could bait a hook, load a shotgun, or tell grits from Shinola – are sticking with their idiotic re-brand.
Seriously, THAT’s the hill they’ve decided to die on. “You can’t have your barrel, and we killed the old cracker! But get back in here and tolerate the new logo and the new décor. Because now is the time at Cracker Barrel ven ve donce, you in-bred hicks!”
Does that approach remind you of somebody?
Bud Light, Jaguar, the NFL, Cracker Barrel…. They’re all treating their customers the same way Democrats have been treating their voters for the last 4 years or so.
The voters say, “We want a secure border, and more cops on the beat, and no more dudes in women’s sports and locker-rooms, and lower inflation, and cheaper gas.”
And the Democrat bosses say, “Oh yeah? Well here’s a bunch of MS-13 gangbangers for your neighbors, and lawless streets, and Will Thomas is going to shower with your daughters and whip them in the pool, and you’ll eat $20 eggs and pay $6 for a gallon for gas, and you’ll LIKE IT! No crackers for you, and the barrel is empty! Now watch Dylan Mulvaney put on makeup and pretend to be aroused!! You in-bred hicks!”
I’m just a humble country English professor, and far from a marketing expert.
But I don’t think that’s going to work out so well for them.
Hamas delenda est!