Overview

• The company said late Thursday it is ending its engagement with Prophet, the firm hired seven months ago to lead the logo and restaurant redesign.
• Cracker Barrel has restored its classic logo featuring the Old Timer and suspended store remodels after testing the new look at four of roughly 660 locations.
• Executives reported visits fell about 8% in the month after the August 19 logo change and projected a 7% to 8% traffic decline for the rest of the quarter.
• Leadership shifts include marketing VP Matt Benton exiting and former menu leader Thomas Yun returning, while CEO Julie Masino stays in place with a focus on food and hospitality.
• The controversy drew comment from President Donald Trump and coincided with a reported $140 million hit to market value at its peak, and Prophet has not commented as outlets reported no evidence tying its prior DEI pledges to the rebrand.