Cracker Barrel ends partnership with consulting firm Prophet — behind logo change after intense backlash

Cracker Barrel is terminating its partnership with Prophet, the consulting firm responsible for its unsuccessful rebranding.

The chain faced significant backlash following the introduction of a new logo and redesigned stores that loyal customers felt stripped away the essence of the brand.

Cracker Barrel’s iconic Americana décor was replaced with a style that critics described as uninspiring and devoid of character.

The controversy escalated after the company decided to retire its well-known logo of an elderly man leaning on a barrel.

A press release in March announced Prophet’s role in redesigning Cracker Barrel restaurants and spearheading a new brand marketing campaign.

Prophet’s CEO, Michael Dunn, pledged $4 million in 2020 for the firm’s DEI initiatives, outlining plans to enhance diversity within the organization and support social justice causes.

However, there is no evidence linking Prophet’s DEI commitments to Cracker Barrel’s rebranding.

In August, the brand unveiled a new logo that omitted the depiction of “Uncle Herschel” leaning on a barrel, a symbol of Southern hospitality for over five decades, sparking speculation of an alignment with the woke movement.

The logo change triggered a backlash that led to a significant drop in the chain’s market value and a public call from former President Donald Trump to revert to the original logo.

Subsequently, Cracker Barrel announced a reversal of its rebranding plans, acknowledging customer feedback and reverting to the old logo.

In May, Cracker Barrel, known for its Southern comfort food and nostalgic charm, initiated a renovation of its restaurants, which ultimately faced criticism.

The extensive makeover included redesigned dining spaces, a revamped menu, and other updates aimed at modernizing a brand rooted in tradition.