"Cracker Barrel has cut ties with the design firm that created its controversial new logo and redesigned restaurants. The restaurant chain started implementing the changes but quickly reversed course following online backlash - including from President Donald Trump. The company confirmed the split late Thursday in a press release, announcing that it's "ending its engagement with Prophet," the design agency that Cracker Barrel hired just seven months ago to help refresh its brand."
"In August, Cracker Barrel unveiled a new logo created by the San Francisco-based firm, which ditched the iconic man in overalls and the barrel for a streamlined design. The new logo featured an outline that the company said was "rooted even more closely to the iconic barrel shape and word mark that started it all," according to a press release initially announcing the change."
"It didn't work out: The logo was the target of culture war, which even caught the ire of the White House and dragged down the stock. Visits to Cracker Barrel tumbled. A few days later, Cracker Barrel backtracked and reverted back to its previous logo. Prophet was also assisting with restaurant redesigns. Those were "suspended" after they were rolled out at four of its 660 locations."
Cracker Barrel cut ties with Prophet, the design firm hired seven months earlier to refresh the brand, and announced the engagement was ended. The chain rolled out a new logo in August that removed the iconic man in overalls and barrel in favor of a streamlined outline described as "rooted even more closely to the iconic barrel shape and word mark that started it all." Restaurant redesigns assisted by Prophet were suspended after being implemented at four of 660 locations. The refresh replaced traditional dark woods and trademark tchotchkes with a mostly white, modern interior. Traffic fell 8% in the month after the logo change, and the company expects a further 7% to 8% decline for the quarter.
Read at ABC7 Chicago
Unable to calculate read time
Collection
[
|
...
]