Cracker Barrel(US:CBRL) New York Post·2025-10-03 00:44Core 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].