Restaurant chain Cracker Barrel Old Country Store Inc. is ending its relationship with the agency responsible for its recent logo redesign and is restructuring its leadership and organization, the company said in an Oct. 2 statement.
California-based strategic and creative growth consultancy Prophet had advised the company on its brand refresh initiatives, including the recent logo and restaurant redesigns that triggered widespread opposition from the public.
CEO Julie Masino announced the new logo on Aug. 19. The next day, the company’s market capitalization crashed by almost $100 million. Following a public outcry, the company announced on Aug. 26 that it would return to the old logo. On Aug. 19, the company’s shares closed at $59.47. They reached $44.19 as of Thursday….