We all saw this coming so it’s no surprise that Cracker Barrel Old Country Store Inc. fired the marketing firm behind its logo redesign as they finally collectively decide to blame the agency for everything.
The Tennessee-based company stated Thursday it’s ending its relationship with Prophet, which it hired to advise on its logo and restaurant redesign in an effort to woo the younger crowd.
If you remember Cracker Barrel tried to simplify their logo by removing the character dressed in overalls. The change dragged the company into the political fray as critics—including President Donald Trump who realized that his voter base came from the Deep South—accused it of erasing elements of traditional Southern culture.
Cracker Barrel went on to fire a few executives on their end, no doubt a little house cleaning in the aftermath, but of course the CEO and CMO who inevitably approved the changes and hiring of Prophet skated away untouched.
The action by Cracker Barrel is in all fairness, not something you can blame them for. After all the store has faced stagnating growth, with foot traffic at existing stores expected to decline as much as 7% in the coming year, it said last month. The company’s shares have dropped 16% this year through Thursday’s close.
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