Cracker Barrel has ended its relationship with design firm Prophet after the company’s controversial brand refresh, which included a new logo and restaurant redesigns, sparked significant backlash and impacted the company’s traffic. The revamped logo, replacing the iconic imagery, was swiftly reversed. Restaurant redesigns, initiated at a few locations, were also halted. Furthermore, the company announced leadership changes, including the departure of its VP of Marketing and the return of a former executive to focus on food and hospitality.
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After a swift backlash and a significant drop in stock value following the unveiling of a new logo, Cracker Barrel quickly reversed course. The company announced it would revert to its original logo, which featured the image of a man in overalls. The decision came in response to vocal customer criticism and even intervention from figures like former President Trump. This change was particularly striking given the logo’s role in the restaurant’s branding since 1977, designed to evoke a sense of nostalgia.
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Amidst a national egg shortage and rising prices, Waffle House implemented a 50-cent per-egg surcharge, prompting a response from competitor Cracker Barrel. Cracker Barrel criticized the surcharge as inhospitable, highlighting its own commitment to affordable breakfast options. To capitalize on the situation, Cracker Barrel is offering double rewards points on egg orders. Waffle House attributed the surcharge to the increased cost of eggs and the ongoing shortage, though the measure is intended to be temporary.
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A group of Charles County students with intellectual and developmental disabilities were refused service at a Waldorf Cracker Barrel during a field trip, despite prior notification of their visit. The restaurant cited a staffing shortage and subsequent dining room closure as the cause of the incident, leading to the students eating on their bus instead. School officials and parents expressed disappointment and outrage at the treatment, while Cracker Barrel issued an apology and pledged to work with the school to prevent similar occurrences. Following the incident, other businesses have offered their locations for future field trips.
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John Q. Hosedrinker