Cracker Barrel Ends Partnership with Consulting Firm Behind Logo Change After Intense Backlash

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

Cracker Barrel is ending its partnership with Prophet, the consulting firm behind its failed rebrand.

Cracker Barrel dumps consulting firm Prophet after major rebrand backlash from customers

The restaurant chain faced criticism for dropping its iconic logo on signs and redesigning stores in what critics called a drab, soulless style.

Cracker Barrel parts with California-based firm behind logo, interior redesign

Cracker Barrel faced heavy backlash earlier this year over the changes, which included a new logo that removed "Uncle Herschel" from it in favor of a text-only design. The company has since pulled both the revamped interior and logo.

Financial News Network - Cracker Barrel dumps consulting firm Prophet after major rebrand backlash from customers

Cracker Barrel ends partnership with Prophet consulting firm after intense customer backlash over failed rebrand that stripped away beloved Americana décor.Read More …

5 Leadership Lessons from Cracker Barrel’s Failed Rebrand - Brian Dodd on Leadership

On August 19, 2025, Cracker Barrel CEO Julie Felss Masino appeared on Good Morning America to announce the company’s major rebrand.  She confidently claimed that store operators were the biggest supporters of the change.  What followed will go down as one of the most infamous advertising missteps in history. Customers flooded social media with outrage. […]