Cracker Barrel Dumps Agency After Logo Redesign Backlash, Revamps Leadership
Cracker Barrel Old Country Store Inc. is making significant changes after facing intense criticism over its recent brand refresh. The company announced it is ending its relationship with Prophet, the consultancy responsible for the controversial logo and restaurant redesigns. This decision comes alongside a restructuring of leadership and organizational roles aimed at refocusing on the brand's traditional strengths.
The Logo Redesign Debacle
The troubles began when Cracker Barrel unveiled a new logo on August 19th, replacing the iconic "Old Timer" with a simpler design. The immediate backlash included a nearly $100 million drop in market capitalization. Public outcry led to the company reverting to the original logo just a week later. Even former President Donald Trump weighed in, praising the company's decision to switch back.
"Congratulations, Cracker Barrel, on changing your logo back to what it was. All of your fans very much appreciate it. Good luck into the future. Make lots of money and, most importantly, make your customers happy again!" - Donald Trump via Truth Social.
Leadership Restructuring and New Appointments
In addition to ending its engagement with Prophet, Cracker Barrel announced several leadership changes designed to streamline operations. Doug Hisel, formerly VP of field operations, has been promoted to SVP of store operations. Thomas Yun is rejoining the company as VP for menu strategy and innovation, replacing Matthew Banton.
- Doug Hisel: Promoted to SVP of Store Operations
- Thomas Yun: Rejoined as VP for Menu Strategy and Innovation
Departures and Expanded Roles
Laura Daily, SVP and chief merchant and retail supply chain, recently announced her retirement. Her responsibilities will be absorbed by Heather Gammon, VP of demand planning, and Heather Hager, VP of retail and design. The role of SVP and chief restaurant and retail operations officer, held by Cammie Spillyards-Schaefer, has been eliminated.
"We are grateful to Laura for her leadership...and thank Cammie for the meaningful contributions and impact she made through her nearly a decade at the Company," said Julie Masino, CEO of Cracker Barrel.
Financial Performance and Future Outlook
Despite the brand refresh misstep, Cracker Barrel reported $3.48 billion in revenues for fiscal year 2025, a slight increase from the previous year. Net income and earnings per share also saw positive growth. The company projects revenues between $3.35 billion and $3.45 billion for fiscal year 2026. It also plans to open two new Cracker Barrel stores while closing 14 Maple Street units, acquired in 2019.
Refocusing on Core Values
Julie Masino emphasized the importance of focusing on the company's core values moving forward. "These changes to our organizational structure...mark a strategic step forward as we sharpen our focus on consistently craveable food and warm country hospitality," she said. The goal is to ensure that every plate served and every interaction with guests reflects the quality and care the brand is known for.
