Posted on 10/05/2025 10:23:10 AM PDT by xxqqzz
Cracker Barrel has cut ties with the design firm that created its controversial new logo and redesigned restaurants. The restaurant chain started implementing the changes but quickly reversed course following online backlash - including from President Donald Trump.
The company confirmed the split late Thursday in a press release, announcing that it's "ending its engagement with Prophet," the design agency that Cracker Barrel hired just seven months ago to help refresh its brand.
In August, Cracker Barrel unveiled a new logo created by the San Francisco-based firm, which ditched the iconic man in overalls and the barrel for a streamlined design. The new logo featured an outline that the company said was "rooted even more closely to the iconic barrel shape and word mark that started it all," according to a press release initially announcing the change.
It didn't work out: The logo was the target of culture war, which even caught the ire of the White House and dragged down the stock. Visits to Cracker Barrel tumbled.
A few days later, Cracker Barrel backtracked and reverted back to its previous logo.
Prophet was also assisting with restaurant redesigns. Those were "suspended" after they were rolled out at four of its 660 locations.
Prophet did not have a comment for this story.
The panned refresh removed the traditional dark woods and many of the trademark tchotchkes that lined the walls. In their place, Cracker Barrel installed a more modern decor with a mostly white interior.
(Excerpt) Read more at abc7chicago.com ...
The Woke Taco Bell CEO made the decision to hire the Marketing Company.
She has fired everyone, except herself.
I wonder if Sweet Baby Inc is anywhere near this.
fire the ceo
So long, farewell, auf vidersen, goodbye!
That’s okay, they got their money.
The CEO needs to be dumped too.
Should have used all that money on better food and advertised fresh farm to table meals.
They ought to dump the girl boss.
Earlier the CEO had criticized her customer base which caused backlash, if the Director of Marketing was hired in the past year, the CEO signed off on the hire, as well as the marketing plan, and should have been responsible for the poor quality of food. If you have a vagina, can you be responsible?
Budweiser has those wonderful horses and look what they did. Colleges are turning out warped idiots.
CEO is probably the one firing the consulting firm and marketing director. The CEO can probably only be fired by the Board of Directors or the shareholders.
And thanks for the unbiased reporting ABC. Hopefully the “culture” war never reaches you.
PUNISHING THE WRONG PERSONS, IMO
Prophet should have seen it coming.
Their re-decorating scheme is crap as well as their re-designed signage plus their food. Why even patronize their business anymore?
It’s not so much that the logo was bad, the problem was the strategy. They wanted CB to attract urban yuppies, but that was never the customer base.
Similar to my thoughts.
I don’t understand why so many businesses put some much money and resources into superficial marketing gimmicks and not simply address product quality and service.
A fancy new logo or clever slogan is at best a short term boost. But, it will never make up for poor quality or inattentive service.
Always looking for quick, cheap solutions that seldom suffice.
Firing the consulting firm is a start. But they really need to clean out the business schools.
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