Cracker Barrel has officially severed ties with the design firm Prophet, which was behind its recent new logo and restaurant redesigns. This decision comes after a strong backlash from customers, including criticism from prominent figures and a notable drop in restaurant visits.
Controversial Logo Change
The restaurant chain unveiled a new logo designed by the San Francisco-based firm on August 19. The updated design replaced the well-known man in overalls and barrel with a more streamlined look. Cracker Barrel described the new logo as emphasizing its connection to the iconic barrel shape.
Backlash and Reversion
The introduction of the new logo provoked significant online backlash. Many customers felt the logo change was unnecessary and detracted from the brand’s identity. Following public criticism, including sentiments expressed by President Donald Trump, Cracker Barrel decided to revert to its previous logo shortly after its launch.
The backlash not only affected consumer sentiment but also had financial repercussions. Reports indicated an 8% drop in restaurant traffic in the month following the logo change. Cracker Barrel anticipates a continued decline in visits of 7% to 8% for the remainder of the current quarter.
Restaurant Redesigns Paused
Alongside the logo change, Cracker Barrel had initiated redesigns at four of its 660 locations. These changes included a shift to a more modern decor, replacing traditional dark woods and collectibles with a predominantly white interior. However, these redesign efforts have now been suspended as part of the company’s strategic reevaluation.
Leadership Changes at Cracker Barrel
Amid these challenges, Cracker Barrel’s CEO Julie Masino announced a series of leadership changes intended to refocus the brand on its culinary offerings and customer service. Noteworthy is the departure of marketing vice president Matt Benton, who served less than a year in the position.
Thomas Yun, a former executive responsible for several successful menu introductions, will return to the company to assume Benton’s role. Masino stated that these changes are aimed at simplifying the organization and ensuring quality in every customer interaction.
- Cracker Barrel signs off from Prophet design firm.
- Logo change unveiled August 19 sparked backlash.
- Restaurant traffic declined by 8% following the new logo.
- Leadership restructuring includes new marketing VP Thomas Yun.
These developments highlight Cracker Barrel’s commitment to returning to its roots and restoring customer trust following a tumultuous few months.
