Core Insights - Cracker Barrel Old Country Store, Inc. (CBRL) is undergoing a leadership and organizational restructuring to enhance decision-making, operations, and guest experience [1] - The company is shifting its focus towards internal brand evolution after terminating its partnership with Prophet, a strategic consultancy [3][8] - Management aims to restore the brand's original authenticity and nostalgic appeal while implementing new initiatives to improve customer traffic and long-term growth [5][8] Leadership Changes - Recent leadership changes include new roles such as Senior Vice President of Store Operations and Vice President of Menu Strategy & Innovation [4] - The restructuring is designed to simplify leadership layers and prioritize field execution, which is expected to improve operational agility and customer satisfaction [7] Brand and Market Strategy - The initial rebranding efforts, including a new logo and store redesigns, did not resonate with customers, leading to a preference for the brand's traditional charm [2] - The company is now focused on menu innovation and enhancing retail oversight to support revenue growth and margin stability in a competitive market [7] Financial Performance - CBRL's share price has declined by 16.4% year-to-date, compared to a 6.8% decline in the Zacks Retail - Restaurants industry [6] - The company is facing challenges such as lower traffic trends and commodity inflation, but management remains cautiously optimistic about stabilizing traffic through operational improvements [6]

The co-founder of Cracker Barrel Old Country Store Inc. (NASDAQ:CBRL), Tommy Lowe, has publicly criticized the company’s CEO, Julie Felss Masino, for being disconnected from the brand’s core values and its loyal customer base.Co-Founder Criticizes CEO's $700 Million Rebranding PlanLowe, 93, who played a pivotal role in establishing the first Cracker Barrel store in 1969, voiced his concerns about the company’s current leadership. He accused Masino, who assumed the role of CEO in 2023, of implementing change ...

Core Insights - Cracker Barrel is undergoing significant changes following a controversial brand revamp that received negative public feedback and disapproval from notable figures [1][2] - The company has ended its engagement with Prophet, the consultancy that advised on the failed rebranding efforts, signaling a shift in strategy [2][6] Company Performance - Cracker Barrel has faced challenges in 2025, with a reported 16% decline in stock value year-to-date, attributed to decreased foot traffic and the backlash from the rebranding [3][5] - Recent initiatives include menu updates, new breakfast specials, and a pause on restaurant remodeling plans, aimed at regaining customer interest [4][6] Market Outlook - Analysts on Wall Street express cautious optimism, with a mean price target for the stock just below $48, indicating a potential 8% increase from recent closing prices [5][6] - The stock has shown recovery potential from its April lows of $34.75, suggesting that there may be room for growth despite the current downturn [5]

Paul Weaver / SOPA Images / LightRocket via Getty Images Cracker Barrel has backed off a rebranding effort that attracted vociferous criticism. Key Takeaways Cracker Barrel's latest efforts to show investors that it's working to turn things around include some management changes and the end of a relationship with a consulting firm that worked on its controversial rebrand. The stock is still down substantially for the year. Some Wall Street analysts think it has some room to rise. Cracker Barrel isn' ...

You can find original article here Nrn. Subscribe to our free daily Nrn newsletters. Cracker Barrel Old Country Store Inc. has ended its relationship with the consultancy that oversaw its logo and brand refresh initiatives, the company said Thursday. The Lebanon, Tenn.-based family dining brand, which encountered a backlash for its efforts to update its logo and refresh its locations, said in a statement that the company “confirmed that it is ending its engagement with Prophet, the global strategic and c ...

This story was originally published on Restaurant Dive. To receive daily news and insights, subscribe to our free daily Restaurant Dive newsletter. Dive Brief: Cracker Barrel has updated its organizational structure and appointed at least four executives to new or expanded roles, the company said in a Thursday press release. The chain also cut ties with Prophet, the global strategic and creative growth consultancy that advised Cracker Barrel on its refresh initiatives, including its recent logo and re ...

Cracker Barrel is ending its partnership with Prophet, the consulting firm behind its failed rebrand.The chain faced intense backlash after unveiling a new logo and redesigned stores that longtime fans said stripped away what they loved most about the brand.Cracker Barrel’s restaurants, long known for their kitschy Americana décor, were recast in a style critics called drab and soulless.The uproar grew after the company dropped its iconic logo of an elderly man leaning on a barrel.A March press release said ...

Cracker Barrel is ending its partnership with Prophet, the consulting firm behind its failed rebrand. The chain faced intense backlash after unveiling a new logo and redesigned stores that longtime fans said stripped away what they loved most about the brand.Cracker Barrel’s restaurants, long known for their kitschy Americana décor, were recast in a style critics called drab and soulless. The uproar grew after the company dropped its iconic logo of an elderly man leaning on a barrel.CRACKER BARREL ANTI-WOKE ...

Cracker Barrel Old Country Store Inc. on Thursday said it would stop working with the consultancy that advised it on a logo change and restaurant overhaul that backfired over the summer, raising further questions about the Americana-themed restaurant chain's path forward. ...

Chain had hired marketing firm Prophet to refresh its image and restaurants; Cracker Barrel shifts executives in operations, menu roles. ...