Cracker Barrel Drops Prophet, Rehires Executive to Revive Iconic Identity
Cracker Barrel Old Country Store has announced significant changes in leadership and branding, aiming to restore its iconic identity and reverse a decline in visits. The company has reverted to its classic logo and ended its collaboration with design agency Prophet following a backlash to recent changes.
The decision to rehire Thomas Yun, a former executive, as the new vice president of marketing signals a shift in Cracker Barrel's strategy. Yun replaces Matt Benton, who left the position after a year. Benton's departure comes amidst an 8% drop in traffic following a logo change and redesigns by Prophet. The new logo and restaurant makeovers were met with online criticism and a projected decline of 7% to 8% for the rest of the quarter.
Cracker Barrel has since ended its engagement with Prophet and suspended the restaurant redesigns, which had been rolled out at four locations. CEO Julie Masino stated that the changes aim to ensure every plate served and every guest interaction reflects the care and quality the brand stands for.
With the return to the classic logo and the appointment of Thomas Yun, Cracker Barrel hopes to regain its footing and appease customers who missed the old branding. The company expects continued decline in visits in the coming months but is optimistic about the changes' long-term impact on its identity and guest satisfaction.
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