Cracker Barrel ends partnership with consulting firm behind logo change after intense backlash
Posted: Fri Oct 03, 2025 1:33 am
TENNESSEE - Cracker Barrel is ending its partnership with Prophet, the consulting firm behind its failed rebrand.
The chain faced intense backlash after unveiling a new logo and redesigned stores that longtime fans said stripped away what they loved most about the brand.
Cracker Barrel’s restaurants, long known for their kitschy Americana décor, were recast in a style critics called drab and soulless.
The uproar grew after the company dropped its iconic logo of an elderly man leaning on a barrel.
A March press release said Prophet was hired to redesign Cracker Barrel restaurants and lead a new brand marketing campaign.
At the time, the company said: “In collaboration with Cracker Barrel, they are focused on shaping a new brand vision that will enhance market share while preserving the company’s unique heritage. This new strategy will inform brand communication, restaurant redesigns, brand marketing campaigns and a redefined employee value proposition.”
https://nypost.com/2025/10/02/business/ ... -backlash/
The chain faced intense backlash after unveiling a new logo and redesigned stores that longtime fans said stripped away what they loved most about the brand.
Cracker Barrel’s restaurants, long known for their kitschy Americana décor, were recast in a style critics called drab and soulless.
The uproar grew after the company dropped its iconic logo of an elderly man leaning on a barrel.
A March press release said Prophet was hired to redesign Cracker Barrel restaurants and lead a new brand marketing campaign.
At the time, the company said: “In collaboration with Cracker Barrel, they are focused on shaping a new brand vision that will enhance market share while preserving the company’s unique heritage. This new strategy will inform brand communication, restaurant redesigns, brand marketing campaigns and a redefined employee value proposition.”
https://nypost.com/2025/10/02/business/ ... -backlash/