On Saturday, Israeli tanks and troops began maneuvering ever closer to Gaza City’s outskirts in preparation for a full-scale offensive. Eyewitness accounts reported intensified shelling as Israel is moving toward what could be the defining battle of its war against Hamas terrorists: the capture of Gaza City.

Israel’s security cabinet approved the operation, known as Gideon’s Chariots B, and has deployed up to five IDF divisions toward the city’s outskirts—a highly significant mobilization. Thousands of reservists—some 60,000—have been called up.

John Spencer, chair of urban warfare studies at the Madison Policy Forum and executive director of the Urban Warfare Institute, told Fox News Digital the scale of this operation is unprecedented. ‘This will be a bigger challenge than anything the IDF has faced, arguably ever. It is the densest location in Gaza, the heart of Hamas’s stronghold. And you don’t really know what the tunnels are until you get into them.’

Spencer said that ‘Hamas built semi-circles of defenses oriented at Israel. But the IDF has shown creativity in maneuvering around obstacles.’ Israel plans to send more combat power into Gaza City than it has deployed across the entire Strip thus far. ‘If your goal is to clear Gaza City of Hamas’s military capabilities and search for hostages, you need that scale,’ he said.

Gadi Shamni, former commander of the Gaza Division and ex-head of IDF Central Command, told Fox News Digital, ‘It is a crowded city with refugee camps, dense neighborhoods, high-rises and a highly developed underground. People say the IDF controls above and below ground, but in the last campaign we saw that wasn’t always true. Even when you destroy tunnels, Hamas can rebuild them quickly. The longer you stay with more forces, the more opportunities you create for the other side to attack.’

A former senior Israeli security official, speaking on the condition of anonymity, told Fox News Digital, ‘The IDF can militarily conquer Gaza, but the costs will be immense on both sides. The IDF will fight with a method of ‘destroy everything first’—air force bombs, massive charges, detonating streets from afar, wiping out entire areas and advancing slowly.

‘The IDF has gained enormous experience over the past two years and will use those tactics in this battle. … You are strong, the enemy is weak, and you have patience. Even the weather is on Israel’s side, with winter not arriving until January.’

The tunnels remain the most formidable element of Hamas’s defense. Unlike ISIS terrorists in Mosul, Spencer said, Hamas has built an underground tunnel network that allows commanders and fighters to move between positions avoid strikes, and conceal hostages. ‘The IDF that will go into Gaza City is not the IDF of 2023,’ Spencer said, pointing to rapid adaptations in the use of drones, robots, and specialized units for tunnel warfare. ‘They’ve learned so much. But this will still be slow, very careful, and costly.’

To illustrate the scale, Spencer pointed to the 2004 battle for Fallujah in Iraq. ‘It took the Marine Corps about two weeks to clear Fallujah—every single home, building, shop. About 68,000 structures were cleared, as if somebody physically looked in them,’ he said. ‘If all five of these [IDF] divisions were doing that, absolutely, you could get it done in a few months. But the enemy always gets a vote. You can’t rush to failure.’

The former Israeli senior security official described the operation as ‘telescopic—very slow, with pistons working one by one. This pace also gives Hamas the chance at every stage to try to cut a deal.’

On the fate of hostages possibly held in Gaza City, the official was blunt: ‘Some of the hostages will die. I wouldn’t be surprised if more brigades are brought in—the IDF is using immense ground power to seize urban terrain.’

Shamni also warned Hamas may relocate hostages, 50 hostages, of whom 20 are still believed to be alive, into combat zones to deter strikes—a tactic he said the IDF would be reluctant to engage for fear of harming captives, a conflict between military necessity and core values.

Shamni highlighted a particularly fraught dilemma: evacuating civilians. ‘You don’t know who will leave, how many will leave, how they’ll react—or whether Hamas will even allow them to leave,’ he said. ‘I assume many will not evacuate, and then you face the hard dilemma of fighting in a place full of noncombatants.’

Spencer added that history shows around 10% of civilians stay behind. ‘Even 10% of a million is 100,000 people,’ he said.

Shamni forecast a protracted operation: ‘It could take months. Two months might seize the surface, but then you still have to clear tunnels. It will cost many lives—including civilians. The worst-case scenario is that no hostages are found alive or dead because of the destruction.’

Shamni, who also served as Israel’s military attaché in Washington, warned that the dual goals of defeating Hamas and returning hostages are contradictory, risking years of drawn-out fighting. 

Spencer, however, called the decision to press forward a ‘calculated risk,’ explaining that while military action carries dangers, ‘you weigh the risk of Hamas killing the hostages against the certainty that they’re being starved and tortured. Military pressure is the last resort. Without conquering Gaza City, Hamas will continue to hold a sanctuary.’

As the 11th member of former President Joe Biden’s administration appeared before the House Oversight Committee this week, Fox News Digital asked senators on Capitol Hill if former Vice President Kamala Harris should testify next. 

‘I think they should take her behind closed doors and figure out what she knows and what she’s willing to talk about,’ Sen. Roger Marshall, R-Kan., said. 

House Oversight Committee Chair James Comer, R-Ky., is leading the investigation into the alleged cover-up of Biden’s cognitive decline and use of the autopen during his tenure as president. 

Comer said on Fox News’ ‘The Ingraham Angle’ last month that the ‘odds’ of Harris getting a subpoena to appear before the House Oversight Committee are ‘very high.’ 

While Marshall told Fox News Digital that Harris should testify, he admitted, ‘I don’t think you need her testimony to show Americans what I knew as a physician a long time ago, that Joe Biden had a neurodegenerative disease of some sort.’

Marshall has a medical degree from the University of Kansas and practiced medicine for more than 25 years before running for public office. 

‘All you had to do is look at his very fixed, flat face,’ Marshall explained. ‘Look at his gait, the way he walked. He had a shuffled walk. He didn’t move his arms, hardly at all. When he talked, it was very monotone, a very soft voice. He had malingering thought processes. I don’t think it took much to figure that out.’

After listing the former president’s symptoms, the Kansas senator lamented that Biden ‘turned weakness into war,’ creating a national security threat. 

During Biden’s presidency, the United States’ withdrawal from Afghanistan resulted in the death of 13 U.S. soldiers, Russia invaded Ukraine and Hamas attacked Israel, triggering the ongoing war in Gaza.

But as Republicans demand transparency, Sen. Richard Blumenthal, D-Conn., told Fox News Digital he is far more worried about the ‘challenges we face right now,’ particularly on the economy, inflation and the effect of Trump’s tariff policies. 

Meanwhile, Sen. John Hoeven R-N.D., defended the accountability argument, telling Fox News Digital that Americans ‘always want more information and more transparency.’

‘If you’re involved in an administration, you [should] always be willing to come in and say what you did and why you did it, and you know what it’s all about. I mean, that’s how it works, and that’s what the American people want,’ he said. 

Fox News Digital reached out to Biden and Harris for comment but did not immediately receive a response. 

Fox News Digital’s Elizabeth Elkind contributed to this report. 

FBI agents raided the Bethesda, Md., home of former national security adviser John Bolton on Friday morning, marking a new tension point in his difficult relationship with President Donald Trump. Agents also raided Bolton’s D.C. office.

The reason behind the raids was reportedly linked to a probe of allegations that Bolton sent classified documents to his family from a private email server while working at the White House, according to the New York Post. The Post cited a Trump administration official who said FBI Director Kash Patel ordered the raid.

The outlet also reported that yet-to-be-unsealed search warrants reference a controversy over his memoir to establish a pattern of behavior. However, a senior U.S. official told the Post the probe was a ‘clean break’ from the investigation regarding Bolton’s book.

Shortly after the raid began, Patel wrote on X that ‘no one is above the law… [FBI] agents on a mission.’

FBI Deputy Director Dan Bongino shared the post and wrote, ‘Public corruption will not be tolerated.’

Bolton, who served in Trump’s first administration, has not been arrested or taken into custody. Trump revoked his security clearance and Secret Service detail in January 2025.

Trump was asked about the raid on Friday and said he did not know about it ahead of time, claiming he saw it on television. The president then made clear his disdain for his former national security adviser.

‘I’m not a fan of John Bolton. He’s a real lowlife,’ Trump told reporters. He went on to call Bolton ‘not a smart guy’ and said ‘he could be very unpatriotic.’

The president also said Bolton was ‘a very quiet person except on television if he can say something bad about Trump.’

Vice President JD Vance told ‘Meet the Press’ on Friday that ‘we’re in the very early stages of an ongoing investigation into John Bolton.’ Vance denied Bolton was being targeted for criticizing Trump.

A source familiar with the Bolton raid and the evidence used to justify it told Fox News Digital that ‘Bolton really had some nerve to attack Trump over his handling of classified information,’ but would not give more details.

Bolton criticized Trump’s handling of classified documents after the FBI raided Mar-a-Lago in 2022. Trump was later indicted on 37 felony counts, which expanded to 40 before the case was dropped in July 2024.

During Trump’s first administration, a probe into classified documents was launched but later shut down by the Biden administration. The Justice Department argued that Bolton’s 2020 memoir, ‘The Room Where it Happened,’ contained classified material and attempted to block it from being published. 

The FBI and Bolton’s office declined to comment on the matter.

Reporting contributed by Axios and Fox News’ Michael Dorgan, David Spunt, Breanne Deppisch, Emma Woodhead and Brooke Singman.

Russia’s top nuclear official this week said Moscow is facing ‘colossal threats’ and needs to update its nuclear capabilities.

Without directly naming where Russia’s chief nuclear threat is coming from, Director General of the State Atomic Energy Corporation Rosatom Alexei Likhachev said, ‘the current geopolitical situation, is a time of colossal threats to the existence of our country.’

‘Therefore, the nuclear shield, which is also a sword, is a guarantee of our sovereignty,’ he added, according to Russian state news agency RIA. ‘We understand today that the nuclear shield must only be improved in the coming years.’

The comments came less than a week after Russian President Vladimir Putin and President Donald Trump convened for a face-to-face meeting that marked the first time a U.S. leader has met with the Kremlin chief since Russia invaded Ukraine in 2022. 

While Trump and Putin appeared positive following the talks, little seemed to have been concretely accomplished in the meeting and hope surrounding a Russia-Ukraine ceasefire appeared to decline as the week progressed. 

It is unclear why Likhachev issued comments regarding Russia’s nuclear program at this time, and he did not detail what sort of updates he would be looking to make to Moscow’s ‘shield’ program. 

Trump issued similar comments earlier this year when in May he announced his plans to develop the ‘Golden Dome’ missile defense system — inspired by Israel’s ‘Iron Dome’ defense system — and which is expected to cost at least $175 billion.

Though security experts have been sounding the alarm when it comes to China’s escalating nuclear development, together Russia and the U.S. continue to possess 90% of the world’s nuclear arsenal.

Moscow continues to hold nearly 4,400 nuclear warheads, over 1,500 of which are ‘strategically deployed’ while the U.S. possesses more than 3,700 warheads in its stockpiles with 1,400 deployed, according to the Arms Control Association. 

While nuclear disarmament was the standing international goal following the end of the Cold War, the trajectory of this policy remains dubious as relations between Washington and Moscow have once again turned precarious amid Putin’s war in Ukraine, and his burgeoning relationship with Chinese President Xi Jinping. 

The New Start Treaty remains the only bilateral nuclear arms control agreement between the U.S. and Russia, and though it was extended in 2021, it is set to expire in February 2026. The future of the treaty – first signed in 2010 – also remains unclear as Moscow paused its participation in the agreement in 2023.

Putin said that this suspension meant he would continue to abide by stockpile limits under the treaty, but he would not allow for continued U.S. inspections. 

Fox News Digital could not immediately reach the International Atomic Energy Agency (IAEA) for comment as nations increasingly look to expand their nuclear capabilities just six months ahead of when the New Start Treaty is set to expire. 

EXCLUSIVE – New Republican National Committee (RNC) chair Joe Gruters outlined his mission as he took over steering the GOP’s national party committee.

‘The midterms are ahead, where we must expand our major majority in the House, in the Senate, and continue electing Republicans nationwide,’ Gruters said as he addressed committee members moments after being unanimously elected chair at the RNC’s summer meeting, held this year in Atlanta, Georgia.

Gruters, a state senator and RNC committee member from Florida, who, until his election as chair on Friday, briefly served as the national party committee’s treasurer, is a longtime ally of President Donald Trump. His move to the RNC chairmanship cements Trump’s dominance over the GOP as it prepares for midterm battles next year.

And a month ago, Trump endorsed Gruters to succeed now-former RNC chair Michael Whatley, who stepped down as he runs for the Senate in battleground North Carolina in the blockbuster race to succeed retiring GOP Sen. Thom Tillis.

The ascension of Gruters to RNC chair is the latest sign of Trump’s complete control over the national party committee.

‘This is the president’s party. This is the president’s vision, overall. The party fully embraces the president,’ Gruters said as he and Whatley stood for an exclusive interview with Fox News Digital.

Whatley, who Trump picked to steer the RNC a year and a half ago, noted that ‘we have transformed the RNC, basically the way that President Trump has transformed the Republican Party.’

Gruters has been a major Trump supporter dating back to the president’s first campaign for the White House. Gruters served as Florida co-chair Trump’s 2016 campaign.

The Democratic National Committee, taking aim at Gruters following his election as chair, claimed that ‘Gruters and Trump will have a lot to bond over while they turn the Republican Party into even more of a personal propaganda machine for Trump.’

Republicans swept back to power last November, with Trump winning the White House, the GOP retaking control of the Senate and holding onto their fragile majority in the House.

But looking ahead to next year’s midterms, when the party in power traditionally faces political headwinds and loses House and Senate seats, the GOP will be defending their congressional majorities.

A key part of the RNC’s strategy going forward is Trump.

‘We’re gonna ride the president all the way to victory in the midterms, and we are going to win big,’ Gruters emphasized.

Asked about the top three items on his to-do list as he takes over as RNC chair, Gruters said, ‘number one, it’s still election integrity. That’s the most important thing, protecting the vote. And it’s about winning the midterms.’

‘It’s about going back to the fundamentals of registering voters and turning our voters out,’ the new chair added.

Gruters also highlighted Trump’s sweeping GOP-crafted domestic policy bill, which the Republican majorities in Congress passed this summer along near-party lines.

‘It’s our agenda,’ Whatley said in a Fox News Digital interview last month, as he pointed to the massive tax cuts and spending bill that Trump signed into law on July 4.

The measure is stuffed full of Trump’s 2024 campaign trail promises and second-term priorities on tax cuts, immigration, defense, energy and the debt limit. 

It includes extending the president’s signature 2017 tax cuts and eliminating taxes on tips and overtime pay. 

By making his first-term tax rates permanent – they were set to expire later this year – the bill will cut taxes by nearly $4.4 trillion over the next decade, according to analysis by the Congressional Budget Office and the Committee for a Responsible Federal Budget. 

The measure also provides billions for border security and codifies the president’s controversial immigration crackdown.

And the new law also restructures Medicaid – the almost 60-year-old federal program that provides health coverage to roughly 71 million low-income Americans. 

The changes to Medicaid, as well as cuts to food stamps, another one of the nation’s major safety net programs, were drafted in part as an offset to pay for extending Trump’s tax cuts. The measure includes a slew of new rules and regulations, including work requirements for many of those seeking Medicaid coverage.

Democrats, for months, have repeatedly blasted Republicans over the social safety net changes. And they’ve spotlighted a slew of national polls conducted both  before and after the measure was passed into law, that indicate the bill’s popularity in negative territory.

But Gruters sees the new law as campaign ammunition.

‘Every single Democrat in Congress voted for a tax increase on average everyday Americans,’ Gruters argued. ‘And that big, beautiful bill has something for every single American, whether you’re working class, whether you’re a small business owner, everybody benefits, and we’re going to be able to ride that bill all the way to victory.’

Justice Ketanji Brown Jackson criticized on Thursday what she said were the ‘recent tendencies’ of the Supreme Court to side with the Trump administration, providing her remarks in a bitter dissent in a case related to National Institutes of Health grants.

Jackson, a Biden appointee, rebuked her colleagues for ‘lawmaking’ on the shadow docket, where an unusual volume of fast, preliminary decision-making has taken place related to the hundreds of lawsuits President Donald Trump’s administration has faced.

‘This is Calvinball jurisprudence with a twist. Calvinball has only one rule: There are no fixed rules. We seem to have two: that one, and this Administration always wins,’ Jackson wrote.

The liberal justice pointed to the Oxford English Dictionary’s definition of Calvinball, which describes it as the practice of applying rules inconsistently for self-serving purposes.

Jackson, the high court’s most junior justice, said the majority ‘[bent] over backwards to accommodate’ the Trump administration by allowing the NIH to cancel about $783 million in grants that did not align with the administration’s priorities.

Some of the grants were geared toward research on diversity, equity and inclusion; COVID-19; and gender identity. Jackson argued the grants went far beyond that and that ‘life-saving biomedical research’ was at stake.

‘So, unfortunately, this newest entry in the Court’s quest to make way for the Executive Branch has real consequences, for the law and for the public,’ Jackson wrote.

The Supreme Court’s decision was fractured and only a partial victory for the Trump administration.

In a 5-4 decision greenlighting, for now, the NIH’s existing grant cancellations, Chief Justice John Roberts sided with the three liberal justices. In a second 5-4 decision that keeps a lower court’s block on the NIH’s directives about the grants intact, Justice Amy Coney Barrett, a Trump appointee, sided with Roberts and the three liberals. The latter portion of the ruling could hinder the NIH’s ability to cancel future grants.

The varying opinions by the justices came out to 36 pages total, which is lengthy relative to other emergency rulings. Jackson’s dissent made up more than half of that.

George Washington University law professor Jonathan Turley observed in an op-ed last month a rise in ‘rhetoric’ from Jackson, who garnered a reputation as the most vocal justice during oral arguments upon her ascension to the high court.

‘The histrionic and hyperbolic rhetoric has increased in Jackson’s opinions, which at times portray her colleagues as abandoning not just the Constitution but democracy itself,’ Turley said.

Barrett had sharp words for Jackson in a recent highly anticipated decision in which the Supreme Court blocked lower courts from imposing universal injunctions on the government. Barrett accused Jackson of subscribing to an ‘imperial judiciary’ and instructed people not to ‘dwell’ on her colleague’s dissent.

Barrett, the lone justice to issue the split decision in the NIH case, said challenges to the grants should be brought by the grant recipients in the Court of Federal Claims.

But Barrett said ‘both law and logic’ support that the federal court in Massachusetts does have the authority to review challenges to the guidance the NIH issued about grant money. Barrett joined Jackson and the other three in denying that portion of the Trump administration’s request, though she said she would not weigh in at this early stage on the merits of the case as it proceeds through the lower courts.

Jackson was dissatisfied with this partial denial of the Trump administration’s request, saying it was the high court’s way of preserving the ‘mirage of judicial review while eliminating its purpose: to remedy harms.’

Hours of interviews between Jeffrey Epstein associate Ghislaine Maxwell and a federal prosecutor were released by the Department of Justice on Friday afternoon. 

During the recorded sessions in which the convicted sex offender, who was found guilty for her role in Epstein’s crimes, was granted immunity, she made several interesting claims. 

Here are 10 top takeaways. 

Claims there is no client list

Maxwell denied the existence of a black book with Epstein’s clients on it – and least to her knowledge. 

‘There is no list,’ she told Deputy Attorney General Todd Blanche. 

Maxwell said she believed the origin of rumors that there was a list came in 2009 after Epstein had finished a 13-month sex trafficking sentence in Florida, and a lawyer at Rothstein Adler involved in a civil suit against him called the FBI to say he had a ‘piece of evidence’ that belongs to Epstein.

That was ‘the list,’ she claimed, adding that she believes he became a confidential informant to the FBI.

She said he obtained the list through a sting operation involving Epstein’s former butler, who said in a deposition he had ‘handwritten notes, or a journal, whatever.’ 

Doesn’t believe Epstein killed himself

Maxwell said she doesn’t believe Epstein killed himself when he was found hanging in his New York jail cell in 2019. 

‘I do not believe he died by suicide, no,’ she told Blanche when asked. 

She added that she didn’t have any speculation about who could have killed him, but claimed the U.S. Bureau of Prisons is rife with mismanagement. 

‘If it is indeed murder, I believe it was an internal situation,’ she said, adding she didn’t believe his death was a way to silence him. 

‘I do not have any reason to believe that,’ she told Blanche. ‘And I also think it’s ludicrous because if that – I also happen to think if that is what they wanted, they would’ve had plenty of opportunity when he wasn’t in jail. And if they were worried about blackmail or anything from him, he would’ve been a very easy target.’

Never saw President Donald Trump do anything inappropriate

Maxwell said while she believes President Trump (before he was president) and Epstein were friendly, she didn’t think they were ‘close.’

‘I think they were friendly, like people are in social settings. I don’t — I don’t think they were close friends or I certainly never witnessed the president in any of — I don’t recall ever seeing him in his house, for instance.’ she said. ‘I actually never saw the president in any type of massage setting.’

She added, ‘I never witnessed the president in any inappropriate setting in any way. The president was never inappropriate with anybody. In the times that I was with him, he was a gentleman in all respects.’ 

Former President Bill Clinton never went to Epstein’s island 

Maxwell claimed that former President Bill Clinton, whose name has previously been linked to Epstein, ‘absolutely never went’ to Epstein’s Caribbean island where sex trafficking of young girls took place. 

She added, ‘I can be sure of that because there’s no way he would’ve gone – I don’t believe there’s any way that he would’ve gone to the island, had I not been there. Because I don’t believe he had 16 an independent friendship, if you will, with Epstein.’ 

She also said that Clinton was her friend, not Epstein’s, and that she knew him through the Clinton Global Initiative and was part of the inception of the organization. 

Calls Epstein ‘disgusting,’ but doesn’t believe he’s guilty of everything he was accused of 

Maxwell called Epstein ‘disgusting’ in the interview but said she doesn’t believe he was guilty of all the accusations. 

‘I do believe that Epstein did a lot of, not all, but some of what he’s accused of, and I’m not here to defend him in any respect whatsoever,’ Maxwell told Blanche. ‘I don’t want to, and I don’t think he requires, nor deserves any type of protection or – from me in any way, to sugarcoat what he did or didn’t do.’

She added, ‘This is one man. He’s not some – they’ve made him into this – he’s not that interesting. He’s a disgusting guy who did terrible things to young kids.’

Never saw Prince Andrew do anything inappropriate and believes the photo of him with accuser Virginia Giuffre is fake

Maxwell told Blanche that she also never saw Prince Andrew do anything inappropriate while she was with him, adding that she believes the infamous photo of the prince with his hand around accuser Virginia Giuffre when she was 17 isn’t real. 

‘I believe it’s literally a fake photo,’ she said of the picture, purported to have been taken at her former London townhouse. ‘I do not know that they met.’

Giuffre died of suicide earlier this year. She had accused the royal of forcing her into sex inside Maxwell’s home in London’s ritzy Belgravia neighborhood. The prince was relieved of his royal duties amid fallout from the scandal but has always denied allegations of wrongdoing. He agreed to pay Giuffre an undisclosed settlement in 2022 and to donate to her charity for crime victims.

Maxwells claims she has memory problems after being on suicide watch for 2 years

Maxwell claimed to Blanche her ‘memory’s not as good as it was’ because she was kept on suicide watch at the Metropolitan Detention Center in Brooklyn after her arrest for nearly two years, and she was woken up every 15 minutes. 

She said because of her memory lapses she had taken notes before the interviews, and throughout the interview still struggled to recall many details. 

Claims Epstein had a heart condition and told her he couldn’t have sex often

Maxwell said that when she traveled with Epstein, they slept in the same bed, but he told her he had a heart condition and couldn’t have sex frequently. 

‘Which meant that he didn’t have intercourse a lot, which suited me fine, because I actually do have a medical condition, which precludes me having a lot of intercourse,’ she told Blanche. 

She added that she didn’t know the exact nature of the condition, but he liked ‘other forms of sexual activities.’

Claims Epstein never loved her and said she wasn’t his type and that he told people to lie to her 

Maxwell told Blanche she and Epstein had a friends with benefits relationship while she was working with him, but at one point Epstein said that one of his associates didn’t want to be seen with her too much because of her father’s company’s embezzlement accusations. 

But she said she believed that was all a ruse just to keep her from traveling with Epstein. 

‘Today – not contemporaneously, but today I don’t believe that that’s even true. I think it was used as a means to not have me travel with him to Ohio or whatever. It was just a way to park me,’ she said.

She added that after her arrest during the legal discovery process she saw evidence that ‘he would actively tell other people to lie to me or conceal things from me, and that he never loved me and I wasn’t his type.’ 

Claims Epstein took testosterone, which altered his character 

Maxwell also claimed that in the late ‘90s, Epstein started taking testosterone, ‘and that altered his character.’

While discussing the frequency at which he got sexual massages, she said the testosterone both made him more ‘aggressive’ and she thought it likely ‘altered his desires.’

Maxwell is serving a 20-year prison sentence for sex trafficking of minors. 

Cracker Barrel Old Country Store, the chain of southern-style restaurants with a gift shop that lines highways across America, has gotten a makeover. Their logo has lost the ‘Old Country Store’ tagline, as well as the iconic man in a chair resting his arm on a barrel in favor of the words Cracker Barrel in text only. Inside, per patron videos of remodeled locations, gone is the dark nostalgic feel replaced with a sterile renovation. The knick-knacks have gone from quirky kitsch from yesteryear to something you might see in a suburban craft store. 

While the company’s CEO has said that initial reaction to these changes was positive, the verdict across social media was very much the opposite. The new look removes the old-school charm and character that was central to the brand’s identity for decades. 

Cracker Barrel is just the latest in a string of companies, including Jaguar more recently and even Coca-Cola in the mid-’80s with their New Coke rollout, to violate the critical principle of making sure that you do not alienate your loyal customer base. 

I wear many hats in business and have more than 20 years of experience as an advocate for loyal customers and clients in business, working in an outsourced CCO (Chief Customer Officer) function and sharing my proprietary customer loyalty models via speeches and consulting with both the biggest companies in the world and a variety of small and mid-sized businesses. And I firmly believe that one of a company’s most important assets isn’t listed on its balance sheet: the company’s loyal customers. 

Loyal customers are easier to sell more to, both in frequency of purchases and upsells, because they already love your business and have often given you permission to communicate with them and build a relationship. They are also excellent advocates for generating new business via their own advertising efforts — word of mouth, posts on social media and more. 

While it is a challenge for companies to continually grow, and publicly traded companies are under even more pressure to do so, mathematically, growth becomes harder if you are losing customers from your key customer base. 

If you make your customers believe you do not care about them and their relationship with your brand and company, it is going to be very difficult for you to be successful in your business. This is the stark reality many businesses who have sought out new customers have faced lately. It’s fine to reach new customers, but you must do it carefully and in a way that doesn’t simultaneously burn goodwill with your existing customers. 

New customers should never be treated better or given more weight than existing, loyal customers. 

In my own social media post resharing a video of a Cracker Barrel dining room remodel, I received thousands of interactions. Among the majority comments from long-time customers expressing their displeasure at the changes, one other comment stood out. The poster said, ‘I don’t eat there but it looks nice to me.’ 

And that is the crux of the issue. The poster is not a customer, and based on the comment, is not likely to become a customer. So, seeking her approval is not a revenue-enhancing win for the company. Maybe it gets some ROE (return on ego) points for the marketing team, but it doesn’t get ROI (return on investment) for shareholders.  

For Cracker Barrel, losing character in a time when corporatization is making everything around us bland and soulless feels like something enjoyable from the past is being killed off. And for a brand which has been based on nostalgia — from their décor to their nostalgic candy and wares in their adjacent store — it doesn’t make a lot of sense.  

I am a long-time Cracker Barrel patron. I stop in whenever I am on the road. And as a long-time customer, as well as business advisor and executive, I can tell you that Cracker Barrel’s logo was not their issue.  

My last stop in was in June on a road trip. I noted that I hadn’t been there in a while prior, because I hadn’t been on the road much. And in a moment where convenience is a part of the equation and DoorDash has taken hold of younger generations, it is harder to get touchpoints with a brand, even if you want them. This is a much bigger strategic endeavor that Cracker Barrel needs to think through. 

My other issue was the menu. They had taken off my favorite item and their hashbrown casserole tasted off — the food overall wasn’t as fresh as I had experienced in the past. In my social media post, there were several comments about a decline in food quality over recent years. Making the menu and food quality rock-solid is critical for a restaurant, particularly when consumers are trying to stretch their dollars. 

Cracker Barrel isn’t the first and certainly won’t be the last company to fall into the trap of thinking that all change is good. Companies should be bringing their customer voices to the table, which can be accomplished with a CCO whose job it is to know the customers well and advocate for them within the company or other loyalty specialist advising.  

Loyalty is hard to build and easy to lose. Companies always want to attract new customers, but that isn’t effective if relationships with existing customers aren’t nurtured at the same time.