(NewsNation) — Cracker Barrel is cutting ties with the consulting firm behind its short-lived logo change that drew backlash.
The restaurant chain said Thursday it is “ending its engagement” with Prophet, a San Francisco-based consultancy that guided its “brand refresh initiatives,” including the logo and restaurant redesigns.
The announcement follows a brand revamp that sparked criticism from longtime fans, who saw the changes as a departure from the chain’s folksy Southern country theme, prompting a swift reversal.
Is Cracker Barrel changing its logo? Not anymore
In August, the Tennessee-based chain unveiled a new logo without the “Uncle Herschel” character — known as the “Old Timer” — leaning against a barrel. The phrase “Old Country Store” was also gone. Videos of redesigned stores went viral, with critics upset that the company seemed to be abandoning its old-time aesthetic in favor of a blander, modern look.
Photo of the revamped Cracker Barrel logo that has since been scrapped.
The redesigned Cracker Barrel logo has since been scrapped.
Those changes didn’t sit well with many, including prominent conservatives, who pointed to Cracker Barrel as the latest example of a brand out of touch with its core base.
Others saw the frustrated response as less about logos and more about consistency.
“This wasn’t just about a logo, this was about familiarity, and it was about comfort, and that’s why we saw the response that we saw,” Pete Seat, former communications aide to President George W. Bush, told NewsNation in August.
Cracker Barrel ditching another part of its rebrand
Cracker Barrel’s share price plunged in the wake of the rollout, as did visits to the chain.
Even President Donald Trump weighed in, urging the chain to admit its mistake and “go back to the old logo,” adding: “Make Cracker Barrel a WINNER again.”
The redesign didn’t last long. Cracker Barrel quickly restored the “Old Timer” to its logo and suspended restaurant remodel plans.
“We heard clearly that the modern remodel design does not reflect what you love about Cracker Barrel,” the company said, noting the redesign had only been tested in four out of 660 locations.
Cracker Barrel announced its now-ended partnership with Prophet back in March, saying the consultancy was helping shape “a new brand vision.”
Now, the chain is working to reassure customers it hasn’t changed: “The vintage Americana you love will always be here.”
