Advertising Age republished a report from Bloomberg News revealing Cracker Barrel dumped the White advertising agency behind the ill-fated logo update.
At its website, the firm brands itself as “The Uncommon Growth Company”—with self-promotional hype including:
Uncommon Impact
We deliver powerful growth that is faster, smarter, more sustainable, more human and more actionable. For every client. Every project. Every time.
Um, not exactly, Crackers.
Cracker Barrel cuts ties with firm behind criticized logo change
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.
The Tennessee-based company said Thursday it’s ending its engagement with Prophet, which it hired to advise on its logo and restaurant redesign in an effort to update its brand to try to win back customers.
Prophet didn’t immediately respond to a request for comment.
Cracker Barrel is dealing with the fallout over its move to a simplified logo that removed a character dressed in overalls. The change dragged the company into the political fray as critics—including President Donald Trump—accused it of erasing elements of traditional Southern culture.
The company reversed course on the new logo shortly after and paused planned restaurant remodels.
Cracker Barrel is also replacing Matthew Banton, VP of menu innovation and strategy, with Thomas Yun, who it said was behind some of the company’s most successful menu introductions in recent years. The role of senior VP and chief restaurant and retail operations officer, previously held by Cammie Spillyards-Schaefer, was also cut.
“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,” CEO Julie Masino said.
Cracker Barrel has faced stagnating growth, with foot traffic at existing stores expected to decline as much as 7% in the coming year, it said last month. The company’s shares have dropped 16% this year through Thursday’s close.
—Bloomberg News
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