Cracker Barrel Drops New Logo Amid Backlash, Leadership Changes
Cracker Barrel Old Country Store has faced a storm of criticism following a logo redesign, leading to a drop in customer visits and a shake-up in its leadership. The company has now reversed the changes and announced new appointments.
The backlash began when President Donald Trump joined a chorus of critics who disapproved of the new logo. The redesign, implemented by Prophet, was met with online disapproval, forcing Cracker Barrel to revert to its original logo.
Cracker Barrel has ended its partnership with Prophet and expects a continued decline in visits due to the logo change. Traffic dropped by 8% in the month following the switch. Four locations had already been redesigned before the project was suspended.
The company has also announced leadership changes. CEO Julie Masino revealed that Matt Benton, Cracker Barrel's vice president of marketing, is leaving the company. Thomas Yun will rejoin the team to replace Benton in this role.
Cracker Barrel has returned to its classic logo following the online uproar. The company anticipates further declines in visits but is hopeful that the leadership changes and return to the original branding will help restore customer confidence and boost traffic.
