Cracker Barrel Ends Partnership With Consulting Firm Behind Controversial Rebrand After Trump Urged a Return to Tradition
Cracker Barrel has officially made a big move in response to its customers, and the news is sparking plenty of conversation. The restaurant chain just announced it is cutting ties with the San Francisco-based consulting firm Prophet, the company that had overseen its recent rebrand. That rebrand, which included a modernized logo and updated design direction, quickly drew nationwide criticism from loyal customers who felt it strayed too far from the brand’s roots. Now, Cracker Barrel is signaling that it has heard the message loud and clear, choosing to part ways with the firm and take a different approach to its future.
The decision also comes after former President Donald Trump publicly weighed in on the controversy, urging the company to listen to its base and return to its classic logo and traditional branding. In a social media post, Trump wrote that Cracker Barrel should “go back to the old logo” and called the rebrand a mistake that ignored customer sentiment. His comments added fuel to the debate and reminded people how closely tied branding can be to identity, particularly for companies with long histories. Whether you agree with him or not, there’s no denying his words carried influence.
For many longtime customers, Cracker Barrel isn’t just a restaurant—it’s an experience built around comfort, tradition, and familiarity. The old logo, featuring the man sitting by a barrel under a rustic sign, has been part of that identity for decades. When it was replaced by a simpler, more modern design, many felt the chain was abandoning the very charm that set it apart. The backlash was swift, with social media flooded by customers asking the company to bring back the original design. Critics said the new look made the chain feel like any other modern eatery, stripping away its old country store personality.
By parting ways with Prophet, Cracker Barrel is not only distancing itself from the rebrand but also signaling a shift in direction. The company has reportedly made additional changes within its organizational structure, refreshing its leadership team in an effort to better serve its customers. The move suggests that management is not only aware of the backlash but also willing to adapt quickly, something many see as a positive sign in an industry where tradition and customer trust matter deeply.
This situation highlights just how powerful customer feedback can be in shaping corporate decisions. A brand like Cracker Barrel thrives on loyalty, and when customers pushed back, the company listened. The episode also underlines the risks companies face when they attempt to modernize too quickly or abandon familiar elements that people hold dear. For Cracker Barrel, the lesson appears to be that tradition is not something to discard lightly, especially when it’s the foundation of the brand’s appeal.
The story also reflects a broader trend of companies navigating the balance between modernization and tradition. In this case, Cracker Barrel’s willingness to cut ties with its consultants shows it is prioritizing the values and preferences of its customers above sleek, outside ideas. That doesn’t mean the company won’t evolve, but it does mean its identity is likely to remain rooted in what customers recognize and love.
As the dust settles, Cracker Barrel’s next steps will be closely watched. Customers are already celebrating the decision online, applauding the company for listening and moving quickly to correct what many saw as a misstep. Whether the chain fully reverts to its old logo or finds a middle ground, one thing is certain—the voice of the customer has never been louder. And in this case, Cracker Barrel decided that voice was worth following.
