Cracker Barrel has severed ties with Prophet, the San Francisco-based design firm behind its widely criticized logo change. The restaurant chain said Thursday it is “ending its engagement” with the firm, just months after rolling out a rebrand that removed its iconic man-in-overalls logo and rustic décor.
The redesign sparked swift backlash from customers, political figures, and even President Donald Trump, who blasted the move.
🚨 BREAKING: Cracker Barrel just CUT TIES with the San Francisco consulting firm that was responsible for its rebranding that prompted strong backlash nationwide - yet another sign they are listening to customer response, as President Trump advised.
— Eric Daugherty (@EricLDaugh) October 2, 2025
Cracker Barrel is no longer… pic.twitter.com/0tA5WCjv4R
Traffic at Cracker Barrel restaurants plunged 8% in the month following the August 19 logo change, and the company now expects a 7–8% decline in visits for the rest of the quarter.
Plans to remodel stores with brighter, modern interiors have also been suspended after being tested in just four locations.
Cracker Barrel is a corporate investment holding of BlackRock and Vanguard.
— Daniel Concannon (@TooWhiteToTweet) August 21, 2025
It has spent the last decade being openly anti-White and pro-Gender Revolution.
I don't care about their logo, I care about their horrific social agenda. pic.twitter.com/sZs4qiPjBs
CEO Julie Masino announced new leadership changes, including the departure of marketing chief Matt Benton.
Former executive Thomas Yun will return to oversee marketing and menu development as the chain seeks to regain customer trust.
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