Overheard on Trata,
$CBRL:
Analyst 1:
"...I don't mean to talk really negatively about the company for this whole call, but the CEO kind of rubs me the wrong way a little bit.
I mean, she's obviously a big spender. She's spent tens of millions of dollars of consulting fees, $650 million CapEx, and then she uses a lot of very flowery language. The strategic transformation plan and all these different consultant buzzwords and stuff like that.
If I'm a shareholder, and I've seen my stock go from $150 to $60, I don't want someone quite so happy. And she's always very cheery. I mean, is that silly, or do you get the same impression?"
Analyst 2:
"...I mean, let's just talk about the CEO and her background, right? I mean, obviously, she's generally an accomplished restaurant executive. She was at Taco Bell. Before that, she was at Sprinkles Cupcakes, which if I were to draw a Venn diagram with overlap with Cracker Barrel on brand identity and general customer demographic orientation, that is not one that would be high up on that list, right?
There's also Starbucks, for which you could probably say the same thing about, right? Consumer names like this are always difficult for us because judging consumer behavior. I mean, there are some things that you can predict, right? Consumers are going to gravitate towards the highest quality, lowest cost option. But as far as positioning a brand and some of these more subtle things we've been talking about, it's harder for us externally to make a judgment on that.
But just superficially, you would think a person with her profile - while I'm sure she's a successful restaurant executive - probably is not the first one that springs to mind to tackle some of the unique challenges that these guys have. I don't know. She had Taco Bell, so she knows something about cost-effective food, I guess. But again, it's still a bit of a different value proposition.
And I agree. She's spending a lot of money just across the board, like, running through G&A and also CapEx, and it does not seem to be bearing fruit. I would be surprised if there aren't some rumblings around this to go in a different direction. But all I can say is that she obviously inherited a difficult position. I think her results so far don't exactly inspire a lot of confidence. I'll just put it that way."