Cracker Barrel ends partnership with Prophet after failed rebrand backlash

Craft barrel It ends its partnership with the Prophet, the consulting company behind the failed brand rename.

The series faced an intense violent reaction after unveiling a new slogan and re -designed the stores that the fans have long said stripped of what they loved more than the brand.

The Cracker Barre restaurants, known for the American decor, has been re -drafted.

The uproar grew after the company dropped its iconic logo of an elderly man tending to a barrel.

Critics criticized the barrel barrel

Restaurant of a barrel barrel in Nashville (Zak Bennett for Fox News Digital / Fox News)

A press release in March said that the Prophet was appointed to redesign the barrel of barley and the leadership of the new brand marketing campaign.

At that time, the company said: “In cooperation with Cracker Barrel, it focuses on forming a new vision for the brand that will enhance its market share while preserving the unique heritage of the company. This new strategy will reach communication with the brand, restore restaurants, brand marketing campaigns, and the value of the restricted employee value.”

Separately, the CEO of the Prophet Michael Dan pledged 4 million dollars in 2020 for the company’s DEI initiatives, saying that the company “will bring members of the black team at each level of the company”, employing a DEI recruiter and providing $ 4 million in Pro Bono’s business to social justice organizations, according to the 2020 Blog Blog.

Fox News Digital did not find any evidence that the obligations of the Prophet Dei were associated with the Craacker Barrel.

Diners at a Retail barrel store restaurant in Fiskeli, New York (Richard Beetham in favor of Fox News / Fox News)

Exclusive video: Cracker Barrel CEO evades questions after the Flip-Flop logo

In August, the brand unveiled its new slogan, which dropped the clarification of a man, “Uncle Hershel”, while resting his arm at the head of a wooden barrel, which is a cushioning image of the southern hospitality of the brand over the past 56 years. Some explained the change as an appeal to the waking movement.

Changing the slogan sparked a violent reaction that wiped more than $ 140 million from The market value of a series At the height of the crisis, as customer anger and uncomfortable for the investor has fueled what has become the most losing lines in the months. The shares have decreased more than 7 % on an annual basis.

president Donald Trump Until you weigh, he called the series to return to its roots.

Craacker Barrel removes modern motifs, restores “Timer Old” signs after criticizing the intense customer

Looking into the entrance to the Cracker Barrel Old Country store in Mount Arlington, New Jersey (Gregory Walton / AFP via Getty Images / Getty Images)

“Cracker Barrel should return to the old logo, and admits the error based on the customer’s response (final survey), and the company’s management better than ever,” Trump books On August 26, a job on social truth.

“They got a billion dollars free advertising if they played their cards properly. It is very difficult to do, but a great opportunity. A big press conference was held today. Make Cracker Barrel a winner again.”

Later that day, the Cracker Barrel reflected his plans.

“We thank our guests for sharing your voices and your love for a cracking barrel. We said that we will listen, and we have.

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In May, a crushing barrel, loved it Southern comfort foodThe headquarters of the front balcony and the gift store full of old sweets and old sweets launched an ambitious repair of its 660 restaurants, an effort that has led to reverse results quickly.

The swing of the “Decltured” dining rooms, a renewed menu and other changes aimed at updating a long -rooted brand in nostalgia.

Amanda Massias in Fox Business contributed to this report.