Cracker Barrel Cuts Ties With Firm Behind Controversial $700M Rebranding Failure

Cracker Barrel has ended its partnership with the marketing firm Prophet, which was responsible for a controversial rebranding involving a new logo and restaurant redesigns. The new logo removed the iconic "Uncle Herschel" figure and the rustic aesthetic of the chain, sparking significant backlash from customers, investors, and even President Donald Trump, who urged the company to return to its original branding. The redesign, which included replacing traditional dark wood interiors with a modern, mostly white decor, was suspended after only a few locations implemented it. The backlash led to a steep decline in customer visits and wiped approximately $140 million off Cracker Barrel's market value. In response, the company reverted to its previous logo and made leadership changes aimed at refocusing on improving food quality and customer experience. Cracker Barrel's new executive appointments reflect a strategic shift to restore its heritage and market position after the failed rebranding effort.