Cracker Barrel Cuts Ties with Logo Change Agency
Cracker Barrel has made headlines recently for reverting to its original logo due to public backlash. The iconic chain had announced a logo redesign on August 19, which sparked significant debate among customers and online communities. The new design removed the familiar man next to the wooden barrel, which had been an enduring symbol of the restaurant.
Key Events in the Logo Change
- August 19: Cracker Barrel unveils its new logo.
- August 21: Stock prices drop substantially following negative public reaction.
- August 25: The company acknowledges the backlash and expresses appreciation for customer feedback.
- August 26: Former President Donald Trump weighs in, encouraging the chain to revert to the old logo.
- August 26: Cracker Barrel announces it will return to the “Old Timer” logo.
- October 2: The company ends its partnership with Prophet, the creative agency behind the redesign.
Public Response and Stock Impact
The backlash was so intense that it affected Cracker Barrel’s stock values. On August 20, shares were valued at $59.02, but by August 21, they had fallen to $50.76 by midday. This significant decline demonstrated how much customers resonated with the brand’s heritage.
On August 25, in response to the negative feedback, Cracker Barrel stated, “If the last few days have shown us anything, it’s how deeply people care about Cracker Barrel.” This acknowledgment marked a turning point in how the company approached its brand image.
Trump’s Influence on the Decision
After former President Trump made comments suggesting that Cracker Barrel should revert to its traditional logo, the company quickly acted. Trump noted the potential for “free publicity” if the chain made the change, saying, “Go back to the old logo, admit a mistake based on customer response.” His remarks were echoed by the official White House account, which featured a mocked-up image of Trump with the old logo.
The Final Decision
Less than a week after the initial backlash, Cracker Barrel confirmed that it would indeed return to the “Old Timer” logo. In a statement to USA TODAY, the restaurant expressed gratitude to customers for their feedback and confirmed that the previous design would remain. Trump subsequently praised this decision as a positive move for the company.
Future Plans and Restaurant Redesigns
As of September 9, Cracker Barrel also announced that it would halt plans to redesign its restaurants. This decision came after customers voiced their concerns about any significant changes to the restaurant’s appearance. The chain committed to listening to its customers, stating, “If your restaurant hasn’t been remodeled, you don’t need to worry; it won’t be.” This approach highlights Cracker Barrel’s focus on retaining its traditional values while being responsive to customer sentiment.
In conclusion, Cracker Barrel’s decision to revert to its original logo reflects a broader trend in consumer-driven branding. By listening to its patrons, the chain aims to foster loyalty and ensure continued success.
