Cracker Barrel CEO Discusses Logo Change and Its Impact
Cracker Barrel's CEO Discusses Logo Change and Its Repercussions
Cracker Barrel recently faced significant backlash after unveiling a new logo, which aimed to enhance visibility for drivers on highways. CEO Julie Felss Masino explained this decision during the 13D Monitor Active-Passive Investor Summit in New York. Contrary to public perception, Masino emphasized that the redesign was not driven by any ideological motives.
Public Response and Stock Reaction
The logo change, marking the brand's fifth evolution, led to immediate criticism from customers, prompting stock declines and even public appeals from high-profile figures such as President Trump to revert to the old logo. By the end of August, Cracker Barrel announced that it would abandon the redesign, reaffirming its commitment to the beloved “Old Timer” logo.
Ending Partnerships and Future Direction
On October 1, the company also confirmed it has ended its engagement with Prophet, the consultancy responsible for the logo development, signaling a major shift in their branding strategy. This decision reflects Cracker Barrel's desire to listen to customer feedback and prioritize brand loyalty moving forward.
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