Core Viewpoint - The co-founder of Cracker Barrel, Tommy Lowe, has publicly criticized CEO Julie Felss Masino for being disconnected from the brand's core values and loyal customer base, particularly regarding her $700 million rebranding plan [1][2][3]. Leadership Concerns - Tommy Lowe, at 93 years old, expressed concerns about Masino's leadership since she took over as CEO in 2023, claiming her changes do not align with the restaurant's Southern country theme [2]. - Lowe emphasized that Masino's background at Taco Bell does not equip her with the necessary understanding of Cracker Barrel's operations and customer preferences [2]. Rebranding Criticism - Lowe labeled the $700 million rebranding effort as a "waste of money" and criticized the board of directors for not intervening in the company's direction [3]. - He praised the decision to revert to the original logo featuring the "Old Timer" leaning on a barrel, indicating a preference for traditional branding [3]. Financial Performance - Cracker Barrel is facing strategic uncertainty and operational challenges, with a reported expected fourth-quarter revenue of $855.3 million, down from $894.4 million in the previous year [5]. - CEO Masino announced the suspension of the $600–$700 million capital plan and a return to original store designs, indicating a shift in strategy [5]. Market Outlook - Analysts initially viewed the backlash against the rebranding as temporary, but Lowe's public criticism raises questions about the company's ability to navigate these challenges and regain market stability [6].

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]

Core Insights - Cracker Barrel has decided to abandon its controversial rebranding effort that faced significant public backlash and criticism from notable figures, including President Donald Trump [2][3] - The company has announced leadership changes and has ended its relationship with Prophet, the consultancy that advised on the failed rebranding [3][8] Company Performance - Cracker Barrel has experienced a challenging 2025, with a reported 16% decline in stock value year-to-date, alongside decreased foot traffic in its restaurants [4][6] - Recent initiatives include menu changes, new breakfast specials, and a halt on the new logo and restaurant remodeling plans, indicating a shift towards regaining customer loyalty [5][8] Market Outlook - Wall Street analysts express cautious optimism regarding Cracker Barrel's stock, with a mean price target of just below $48, suggesting potential gains of approximately 8% from recent closing prices [6][8] - The stock has shown some recovery from its 2025 lows of $34.75, indicating a possible positive trend moving forward [6]

Core Insights - Cracker Barrel Old Country Store Inc. has terminated its relationship with Prophet, the consultancy that managed its logo and brand refresh initiatives due to public backlash against the changes [2][3] Company Developments - The company has announced organizational changes aimed at streamlining the leadership team and enhancing support for field operations [3] - Doug Hisel has been promoted to senior vice president for store operations, overseeing field operations and operations services, after 18 years with the company [4] - The role of senior vice president and chief restaurant and retail operations officer has been eliminated, previously held by Cammie Spillyards-Schaefer [4] - Thomas Yun has rejoined the company as vice president for menu strategy and innovation, replacing Matthew Banton, and is recognized for developing successful menu items [4] - Heather Hager and Heather Gammon have taken on expanded roles, absorbing responsibilities from Laura Daily, who has announced her retirement [4]

Group 1 - Cracker Barrel has made leadership changes to streamline its team and enhance support for field operations, aiming for a more focused approach to guest interactions and quality [3][4] - Doug Hisel has been promoted to senior vice president of store operations, bringing 18 years of experience within the company and a strong understanding of its processes [3] - The company has eliminated the role of senior vice president and chief restaurant and retail operations officer, previously held by Cammie Spillyards-Schaefer [4] Group 2 - Thomas Yun has returned as vice president of menu strategy and innovation, having previously held the position and contributed to successful menu introductions [5] - Heather Hager and Heather Gammon have expanded their roles following the retirement of Laura Daily, who was the senior vice president, chief merchant and retail supply chain [6] - Cracker Barrel has updated its organizational structure and appointed at least four executives to new or expanded roles, while also severing ties with Prophet, a consultancy that advised on recent refresh initiatives [7] Group 3 - The company faced significant consumer backlash after removing Uncle Hershel from its logo and redesigning its stores, leading to the cancellation of remodels after testing them in four locations [7] - Cracker Barrel anticipates an 8% decline in traffic during fiscal Q1 2026 as a result of the logo controversy [7]

Core Viewpoint - Cracker Barrel is terminating its partnership with Prophet due to negative customer feedback regarding a rebranding effort that included a new logo and store redesigns, which were perceived as detracting from the brand's traditional appeal [1][7]. Group 1: Rebranding Efforts - Prophet was initially hired to redesign Cracker Barrel restaurants and lead a new brand marketing campaign, aiming to enhance market share while preserving the company's heritage [2][7]. - The rebranding included the unveiling of a new logo that removed the iconic image of "Uncle Herschel," which had represented the brand for 56 years, leading to accusations of catering to the "woke movement" [4][12]. Group 2: Customer and Investor Reaction - The backlash from customers resulted in a significant decline in market value, with over $140 million lost at the peak of the crisis, and shares down over 7% year-to-date [7][12]. - High-profile figures, including former President Donald Trump, publicly criticized the rebranding and urged the company to revert to its original logo, emphasizing the importance of customer feedback [8][11]. Group 3: Company Response - In response to the backlash, Cracker Barrel announced the discontinuation of the new logo and reaffirmed its commitment to its traditional branding, stating, "Our new logo is going away and our 'Old Timer' will remain" [12]. - The company had previously launched an ambitious overhaul of its restaurants, which included changes to dining room decor and menu offerings, but these efforts quickly faced criticism [12][13].

Core Insights - Cracker Barrel is terminating its partnership with Prophet, the consulting firm responsible for its unsuccessful rebranding efforts [1] - The rebranding faced significant backlash from customers who felt it compromised the brand's identity, particularly after the removal of its iconic logo [1][8] - The controversy led to a substantial decline in market value, with over $140 million lost during the backlash [8] Rebranding Efforts - Prophet was initially hired to redesign Cracker Barrel's restaurants and lead a new marketing campaign aimed at enhancing market share while maintaining the brand's heritage [4] - The rebranding included a new logo and a shift in restaurant decor, which critics described as lacking character and warmth [1][4] Customer Reaction - The introduction of the new logo, which eliminated the image of "Uncle Herschel," sparked outrage among loyal customers, leading to calls for the company to revert to its original branding [7][11] - High-profile figures, including former President Donald Trump, publicly criticized the changes and urged the company to return to its roots [11][12] Financial Impact - The backlash from the rebranding efforts resulted in a significant drop in the company's stock price, with shares down over 7% year-to-date [8] - The market value loss of over $140 million highlights the financial repercussions of the rebranding misstep [8] Company Response - Following the intense criticism, Cracker Barrel announced it would revert to its old logo and restore previous signage, acknowledging customer feedback [12] - The company expressed gratitude to its customers for their input and commitment to listening to their concerns [12]

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. ...

Group 1 - The company has engaged marketing firm Prophet to revamp its brand image and restaurant experience [1] - Cracker Barrel is undergoing executive changes in its operations and menu management roles [1]

Core Insights - Cracker Barrel Old Country Store, Inc. announced leadership and organizational structure enhancements to improve focus on food quality and guest experiences [1][2] - The changes aim to streamline the leadership team and reduce organizational layers, enhancing operational efficiency [1][2] Leadership Changes - Doug Hisel has been promoted to Senior Vice President of Store Operations, overseeing Field Operations and Operations Services, bringing 18 years of experience with the company [5] - Thomas Yun rejoined as Vice President of Menu Strategy & Innovation, responsible for successful menu introductions and maintaining classic favorites [5] - Heather Hager and Heather Gammon are expanding their roles to absorb responsibilities from Laura Daily, who has retired [5] Strategic Direction - The company is ending its engagement with Prophet, a consultancy that assisted with previous brand refresh initiatives, indicating a shift in strategic direction [2] - The leadership changes are part of a broader strategy to prepare for a memorable holiday season and ongoing improvements to honor the brand's legacy [2]