The American restaurant and gift shop chain Cracker Barrel Old Country Store has ended its collaboration with the consulting firm Prophet, a strategic and creative growth firm that advised the company on previous branding initiatives, including the redesign of its logo and restaurants.
At the end of last August, Cracker Barrel decided to reverse course and keep its old logo unchanged, following the controversy and the collapse of the company’s stock price following the unveiling of the new design.
Thus, the American Southern-style restaurant chain eliminated the new minimalist logo, which removed the figure of the “old friend,” a man sitting and leaning on a barrel, something that even US President Donald Trump welcomed. “Congratulations to Cracker Barrel for restoring their logo to its original state!” the White House resident commented at the time.
Separately, Cracker Barrel has announced a series of changes to the company’s organizational and leadership structure aimed at reducing levels within the organization and streamlining the leadership team.
Doug Hisel, previously vice president of Field Operations, has been promoted to senior vice president of Store Operations, while the position of senior vice president and chief operating officer of Restaurant and Retail, previously held by Cammie Spillyards-Schaefer, has been eliminated.
Additionally, Thomas Yun is returning to the company as Vice President of Menu Strategy and Innovation, a role he held from 2022 to 2024, replacing Matthew Banton. Heather Hager, Vice President of Retail and Design, and Heather Gammon, Vice President of Demand Planning, will assume expanded roles and take over the responsibilities of Laura Daily, Senior Vice President and Head of Retail Commerce and Supply Chain, following her recent retirement.
