Overview

• Cracker Barrel said Thursday it is ending its engagement with Prophet, the firm that advised the logo change and restaurant redesigns.
• CEO Julie Masino remains in place as the company restructures; vice president of marketing Matt Benton is leaving and former executive Thomas Yun is returning to lead menu strategy.
• The company had already reverted to its classic logo and suspended remodels after testing the new look in four of its roughly 660 locations.
• Executives reported visits fell about 8% in the month after the August 19 logo rollout and forecast a 7%–8% traffic decline for the rest of the quarter.
• Coverage notes the episode erased roughly $140 million in market value at its peak and drew criticism from President Donald Trump; Prophet has not commented.