FALLOUT

Cracker Barrel Cans Marketing Gurus Behind Rebrand Disaster

It is the latest change since the brand’s catastrophic update.

Cracker Barrel has fired the marketing agency it hired to refresh its image following massive backlash over its rebrand. The restaurant chain found itself at the center of a MAGA storm and branded as “woke” for its decision to update its “old timer” logo. Cracker Barrel said Thursday it had ended its deal with Prophet, an international marketing agency. The move is being accompanied by changes to the restaurant chain’s leadership structure, The Wall Street Journal reports. The termination marks a premature end to a deal struck in 2024 that had been due to run for three years. Conservatives opened fire on the “old country store,” and it quickly became the front line of a culture battle. Critics said the changes abandoned the heritage and traditions of the brand. Among them was President Donald Trump, who said, “Cracker Barrel should go back to the old logo, admit a mistake based on customer response and manage the company better than ever before.” Since then, the company has scrambled to try to undo any damage it may have done with its fans. The logo revamp was discarded, as were designs for a modern restaurant layout and DEI policies. The Daily Beast has contacted Prophet for comment.