LEBANON, Tenn. — The Nashville Business Journal reported that Tennessee-based Cracker Barrel Old Country Store has officially ended its partnership with a California branding agency following intense backlash to the restaurant chain’s controversial new logo and store redesign.
In an Oct. 2 release, Cracker Barrel confirmed it has cut ties with San Francisco-based consulting firm Prophet, which was hired in March to help develop what the company described as “a new brand vision to enhance market share while preserving Cracker Barrel’s unique heritage.” Prophet has previously worked with major brands such as JetBlue, Crate & Barrel, T-Mobile, and Gatorade.
The announcement came alongside a leadership shake-up at Cracker Barrel’s Lebanon, Tennessee headquarters. Cammie Spillyards-Schaefer, Senior Vice President and Chief Retail Operations Officer, is departing the company.
To streamline management and strengthen its restaurant operations, the company announced several promotions and appointments:
- Doug Hisel was promoted to Senior Vice President of Store Operations.
- Thomas Yun rejoined Cracker Barrel as Vice President of Menu Strategy and Innovation.
- Heather Hager was named Vice President of Retail and Design.
- Heather Gammon was promoted to Vice President of Demand Planning.
“These changes to our organizational structure, along with new leadership appointments and promotions, mark a strategic step forward as we sharpen our focus on consistently craveable food and warm country hospitality,” said Julie Felss Masino, President and CEO of Cracker Barrel. “This transition reduces layers in the organization as we bring a hyperfocus on ensuring both every plate served and every interaction with our guests reflects the care and quality we stand for.”
Logo Backlash and Market Reaction
On Aug. 19, Cracker Barrel unveiled a modernized logo that removed several signature elements — including the “Old Timer” character, rocking chair, barrel, and “Old Country Store” tagline. The redesign was met with widespread public criticism, including remarks from former President Donald Trump, and contributed to a nearly $100 million drop in market value within one week.
By Aug. 26, Cracker Barrel reverted to its classic logo and issued a statement reaffirming its commitment to preserving the brand’s legacy.
In early September, the company also halted store redesign plans that had been tested at only four of its more than 660 locations nationwide.
Looking Ahead
Despite the controversy, Cracker Barrel’s leadership remains optimistic about its future. The company expects a 7–8% traffic decline in the first quarter of fiscal year 2026, which began Aug. 2, but believes recent changes will help restore customer trust and brand strength.
“We are committed to ongoing improvements as we build on Cracker Barrel’s legacy and honor the traditions that make this brand so special,” Masino said. “We’re moving ahead with a strong plan to regain traffic and momentum. There’s a lot to be optimistic about, and our teams are focused on getting back to a positive trajectory.”
