Cracker Barrel has severed its relationship with the design firm responsible for its recent, controversial logo and restaurant redesigns. The changes had been rolled out by the restaurant chain but were quickly retracted due to an online backlash, including criticism from President Donald Trump.
The company made the announcement late Thursday through a press release, stating that it was “ending its engagement with Prophet,” the design agency hired seven months ago to revamp its brand.
In August, Cracker Barrel revealed a new logo by the San Francisco-based firm, which replaced the well-known man in overalls and the barrel with a simplified design. The company stated that the new logo’s outline was “rooted even more closely to the iconic barrel shape and word mark that started it all,” according to the initial press release.
The short-lived Cracker Barrel logo.
Cracker Barrel via CNN Newsource
However, the change backfired: The logo became a cultural battleground, attracting criticism from the White House and negatively impacting the company’s stock. As a consequence, foot traffic to Cracker Barrel decreased significantly.
A few days later, Cracker Barrel backtracked and reverted back to its previous logo.
Prophet was also assisting with restaurant redesigns. Those were “suspended” after they were rolled out at four of its 660 locations.
Prophet did not have a comment for this story.
The criticized redesign eliminated the familiar dark wood tones and many of the signature trinkets adorning the walls, swapping them for a more contemporary look with a predominantly white interior.
On a recent earnings call, the company acknowledged that the fallout is ongoing: Cracker Barrel anticipates a further drop in customer visits in the upcoming months.
Traffic dropped 8% in the month after the chain changed its logo on August 19, and if trends continue, Cracker Barrel (CBRL) expects a traffic decline of 7% to 8% for the rest of this quarter.
Also Thursday, Cracker Barrel’s embattled CEO Julie Masino announced a number of leadership changes. She said the changes represent a “strategic step forward as we sharpen our focus on consistently craveable food and warm country hospitality.”
A notable change is that Matt Benton, Cracker Barrel’s vice president of marketing, is leaving the company after just a year in the position.
Thomas Yun, a former executive that “was responsible for developing some of the company’s most successful menu introductions of the past several years while overseeing and honoring classic favorites” is rejoining Cracker Barrel and replacing Benton.
“This transition reduces layers in the organization as we bring a hyperfocus on ensuring both every plate served and every interaction with our guests reflects the care and quality we stand for,” Masino said.
