Cracker Barrel dumps Prophet, the design agency behind its disastrous brand change

Cracker Barrel has reduce ties with the design agency that created its controversial new brand and redesigned eating places. The restaurant chain began implementing the adjustments however rapidly reversed course following on-line backlash – together with from President Donald Trump.

The corporate confirmed the cut up late Thursday in a press launch, asserting that it is “ending its engagement with Prophet,” the design company that Cracker Barrel employed simply seven months in the past to assist refresh its model.

In August, Cracker Barrel unveiled a brand new brand created by the San Francisco-based agency, which ditched the long-lasting man in overalls and the barrel for a streamlined design. The brand new brand featured an overview that the corporate stated was “rooted much more carefully to the long-lasting barrel form and phrase mark that began all of it,” based on a press launch initially asserting the change.

The short-lived Cracker Barrel brand.

Cracker Barrel by way of CNN Newsource

It did not work out: The emblem was the goal of tradition battle, which even caught the ire of the White Home and dragged down the inventory. Visits to Cracker Barrel tumbled.

A couple of days later, Cracker Barrel backtracked and reverted again to its earlier brand.

Prophet was additionally helping with restaurant redesigns. These had been “suspended” after they had been rolled out at 4 of its 660 areas.

Prophet didn’t have a remark for this story.

The panned refresh eliminated the standard darkish woods and most of the trademark tchotchkes that lined the partitions. Of their place, Cracker Barrel put in a extra fashionable decor with a principally white inside.

The corporate stated on an earnings name final month that the injury is not over: Cracker Barrel expects a continued decline in visits within the coming months.

Site visitors dropped 8% within the month after the chain modified its brand on August 19, and if developments proceed, Cracker Barrel (CBRL) expects a site visitors decline of seven% to eight% for the remainder of this quarter.

Additionally Thursday, Cracker Barrel’s embattled CEO Julie Masino introduced a lot of management adjustments. She stated the adjustments symbolize a “strategic step ahead as we sharpen our give attention to constantly craveable meals and heat nation hospitality.”

A notable change is that Matt Benton, Cracker Barrel’s vice chairman of promoting, is leaving the corporate after only a yr within the place.

Thomas Yun, a former government that “was liable for growing a number of the firm’s most profitable menu introductions of the previous a number of years whereas overseeing and honoring basic favorites” is rejoining Cracker Barrel and changing Benton.

“This transition reduces layers within the group as we convey a hyperfocus on making certain each each plate served and each interplay with our visitors displays the care and high quality we stand for,” Masino stated.