Cracker Barrel ends agency “engagement” following “brand refresh” backlash

Cracker Barrel, after reversing course on a recent “brand refresh” which resulted in widespread backlash, has announced that the company is parting ways with a consulting firm “suggested to be responsible,” states a post on The Hill.

In a press release, Cracker Barrel announced several “organizational and structure changes,” including the hiring of a new vice president of Menu Strategy and Innovation, as well as new appointments for existing Cracker Barrel executives. And at the bottom of the release, the company briefly addressed its relationship with Prophet, a creative consultancy agency based in California.

“The Company also today confirmed that it is ending its engagement with Prophet, the global strategic and creative growth consultancy that advised Cracker Barrel on its previous brand refresh initiatives, including the logo and restaurant redesigns,” reads the press release from Cracker Barrel.

According to the post on The Hill, “Prophet, whose services Cracker Barrel previously utilized to shape a “new brand vision,” was announced as a collaborator on the restaurant’s brand refresh in early March. The partnership had hoped to “inform brand communication, restaurant redesigns, brand marketing campaigns and a redefined employee value proposition,” Cracker Barrel announced at the time.”