US EditionCracker Barrel ditches consulting agency after panned brand refresh
Cracker Barrel reversed its controversial rebrand and dropped the marketing firm after a $140 million market value loss and widespread customer backlash.
- On Aug. 26, Cracker Barrel Old Country Store Inc. announced it was scrapping the redesign and returning to the old logo after listening to customer feedback.
- The overhaul aimed to modernize the brand and removed the `Uncle Herschel` character from the logo, while Cracker Barrel had hired Prophet Brand Strategy seven months ago to advise on redesigns.
- Shares plunged, wiping over $140 million from market value and traffic to Cracker Barrel restaurants dropped 8 percent the month after the logo change.
- Cracker Barrel announced executive shifts as it ended its engagement with Prophet Brand Strategy and replaced Matthew Banton, vice president of menu innovation and strategy, with Thomas Yun while Julie Felss Masino, CEO, stayed on.
- Industry observers say the episode serves as a cautionary lesson about balancing innovation and nostalgia amid polarized consumer loyalties, while shares rose over 8% after the reversal, per CNBC.
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Cracker Barrel drops marketing firm behind disastrous logo refresh ...
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KHQ Right NowCracker Barrel scraps new logo and restaurant redesigns after backlash
Cracker Barrel has decided to cut ties with the design firm Prophet following significant online backlash, including criticism from President Trump. The restaurant chain had hired the firm seven months ago to refresh its brand.
A New Claim On Cracker Barrel Rebrand Backfire: Were Social Media Bots Really Behind the Backlash?
In recent reports highlighted by the Wall Street Journal and Restaurant Business, researchers claim to have found that "social media bots" or fake social media accounts were responsible for the backlash against the Cracker Barrel rebrand. The post A New Claim On Cracker Barrel Rebrand Backfire: Were Social Media Bots Really Behind the Backlash? appeared first on That Park Place.
Cracker Barrel ditches consulting agency after panned brand refresh
(NEXSTAR) – Cracker Barrel, after reversing course on a recent “brand refresh” which resulted in widespread backlash, has announced that the company is parting ways with a consulting firm suggested to be responsible. In a press release issued Thursday, Cracker Barrel announced several “organizational and structure changes,” including the hiring of a new vice president of Menu Strategy and Innovation, as well as new appointments for existing Crac…
Cracker Barrel ditches consulting agency after ill-fated brand refresh
Cracker Barrel, after reversing course on a recent “brand refresh” which resulted in widespread backlash, has announced that the company is parting ways with a consulting firm suggested to be responsible.
Cracker Barrel cuts ties with firm behind criticized logo
(Bloomberg) — Cracker Barrel Old Country Store Inc. ended its partnership with the marketing firm behind its short-lived logo change, as the restaurant chain grapples with the backlash over its controversial brand refresh.
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