Cracker Barrel CEO Shakes Up Marketing Team After Logo Change Backlash
Cracker Barrel Old Country Store has faced a tumultuous period following a logo change, with a drop in visits and a leadership shake-up. CEO Julie Masino has announced several changes, including the departure of Matt Benton, the vice president of marketing, and the return of a former executive, Thomas Yun, to fill the role.
The logo change, unveiled in August, sparked immediate backlash. President Donald Trump even weighed in on the criticism, leading Cracker Barrel to revert to its original logo. The company has since ended its engagement with Prophet, the design agency behind the controversial new logo and restaurant redesigns. Four locations had already undergone the redesign before it was suspended.
The logo change has had a significant impact on traffic. In the month following the change, visits dropped by 8%, with a projected decline of 7% to 8% for the rest of the quarter. Masino expects this trend to continue in the coming months.
Cracker Barrel has faced a challenging period following the logo change. With the departure of Benton and the return of Yun, the company is looking to stabilize its marketing efforts. The end of the Prophet engagement and the return to the original logo aim to address the criticism and stem the decline in visits.
