Cracker Barrel Fires Marketing Agency Responsible for Controversial Logo Redesign after Backlash
In a recent announcement, Cracker Barrel revealed the termination of its partnership with Prophet, the California-based consultancy behind the ill-received logo and restaurant redesigns. The company also bid farewell to SVP Laura Daily, a key figure in its retail growth.
The aftermath of the logo debacle led to a market cap plummet of nearly $100 million, prompting a swift return to the original design. CEO Julie Masino expressed gratitude to customers for their feedback and loyalty.
Additional changes within the organization include the promotion of Doug Hisel to SVP of store operations and the rehiring of Thomas Yun as VP for menu strategy and innovation.
President Donald Trump even weighed in on the issue, commending Cracker Barrel for reverting to the original logo design.
Financially, Cracker Barrel reported a successful fiscal year 2025, with revenues reaching $3.48 billion and net income up by 13.3 percent. Looking ahead, the company aims for continued growth and customer satisfaction in the coming years.
For fiscal year 2026, Cracker Barrel forecasts revenues between $3.35 billion and $3.45 billion, with plans to open new stores and close certain Maple Street units.
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