Cracker Barrel Parts Ways with Consulting Agency Following Backlash

Cracker Barrel has decided to end its relationship with the consulting firm Prophet after facing significant backlash related to a recent brand refresh.

In a press release released Thursday, the company detailed various organizational changes, including the hiring of a new vice president dedicated to menu strategy and innovation. It also mentioned the appointment of existing executives to new roles. Notably, toward the end of the release, Cracker Barrel outlined its past collaboration with Prophet, a creative consulting agency based in California.

“The company today confirmed it has wrapped up its engagement with the Prophet, a global strategic and creative growth consultant that has guided Cracker Barrel through previous brand refresh initiatives, such as redesigning the logo and updating the restaurant,” the statement noted.

Previously, Prophet had partnered with Cracker Barrel to shape a “new brand vision.” This collaboration was announced earlier in March, where they aimed to influence brand communications, redesign the restaurants, and enhance marketing strategies.

As of now, representatives from Prophet have not responded to requests for comments.

Cracker Barrel introduced a new logo, described as the “Fifth Evolution” of the brand since its inception, in August. However, this shift sparked immediate negative reactions, leading to a decline in stock prices and even prompting comments from the President urging Cracker Barrel to revert to its former logo.

By late August, the company publicly announced it would abandon the new branding in response to the feedback it received. They acknowledged the input from their customers, stating, “Our new logo will go away and the ‘old timer’ will remain.”

Finally, Cracker Barrel expressed gratitude toward its patrons, saying: “Thank you for your passion and love for Cracker Barrel. Our 70,000 hardworking team members are eager to welcome you for breakfast, lunch, and dinner soon.”