Cracker Barrel Ends Partnership With Consulting Firm Behind Logo Change After Intense Backlash
Cracker Barrel has cut ties with Prophet, the consulting firm responsible for its widely criticized rebrand that triggered a wave of customer outrage and a steep market slump.
The beloved restaurant chain, famous for its Southern comfort food and nostalgic Americana décor, faced an uproar after unveiling a new logo and store redesigns that longtime fans said stripped away the brand’s identity. At the center of the backlash was the removal of the chain’s iconic image of “Uncle Herschel” — the elderly man leaning on a wooden barrel that has symbolized Cracker Barrel’s hospitality for 56 years.
Critics blasted the new logo and redesigned stores as sterile, drab, and soulless. The fallout was swift: shares tumbled, erasing more than $140 million in market value at the height of the crisis, marking the chain’s steepest losing streak in months.
The firm hired for the overhaul, Prophet, had pledged $4 million in 2020 for DEI initiatives and pro bono social justice work, though Fox News Digital reported no evidence those efforts were tied directly to Cracker Barrel’s rebrand. Still, the overlap fueled speculation among critics that the brand’s changes were part of a broader “woke” pivot.
Prophet’s partnership was announced in March, with the firm set to guide everything from restaurant redesigns to marketing campaigns and even employee value propositions. Prophet CEO Michael Dunn described the rebranding effort as “shaping a new brand vision that will enhance market share while preserving the company’s unique heritage.”
Instead, the move sparked outrage among Cracker Barrel’s loyal customer base and caught the attention of President Donald Trump, who urged the chain to admit its mistake and reclaim its roots.
“Cracker Barrel should go back to the old logo, admit a mistake based on customer response (the ultimate Poll), and manage the company better than ever before,” Trump wrote on Truth Social in August. “They got a Billion Dollars worth of free publicity if they play their cards right. Very tricky to do, but a great opportunity. Have a major News Conference today. Make Cracker Barrel a WINNER again.”
Hours later, Cracker Barrel reversed course. “We thank our guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have. Our new logo is going away and our ‘Old Timer’ will remain,” the company posted on X.
The controversy followed an ambitious overhaul launched in May across Cracker Barrel’s 660-plus locations. The redesign included “decluttered” dining rooms, revamped menus, and modernized branding, but fans said it gutted the cozy, nostalgic vibe of front-porch rocking chairs, hearty country meals, and shelves packed with knickknacks and old-fashioned sweets.
By September, the chain had fully abandoned Prophet’s logo design and confirmed the end of their relationship with the firm. Whether Cracker Barrel regains the trust of its traditional customer base remains to be seen — but the message from diners was loud and clear: don’t mess with nostalgia.