Cracker Barrel Appoints New Agency Partners to Support Brand Refresh

Core Insights - Cracker Barrel is undergoing a brand refresh to strengthen its connection with both loyal and new guests, guided by extensive guest research and data-driven insights [1][2] - The brand refresh includes visual elements, reimagined restaurant spaces, and innovative food and retail offerings while maintaining the brand's authentic charm [2][3] - The strategic transformation launched in May 2024 focuses on five key areas: brand identity, menu optimization, store execution, digital capabilities, and employee experience [3] Brand Refresh Details - The brand refresh is a collaborative effort involving industry-leading agencies to define Cracker Barrel's evolved identity [2][6] - Prophet is partnering with Cracker Barrel to shape a new brand vision that enhances market share while preserving the company's heritage [6] - Viral Nation will support social media transformation, focusing on engagement and ROI through advanced strategies and AI technology [6] - Blue Engine will enhance storytelling and public relations, ensuring consistent messaging and elevating the brand's narrative [6] Company Overview - Cracker Barrel Old Country Store, Inc. operates approximately 660 locations across 43 states and owns the fast-casual Maple Street Biscuit Company [4]