The logo fiasco ended up costing the company about $100 million.
Restaurant chain Cracker Barrel Old Country Store Inc. is ending its relationship with the agency responsible for its recent logo redesign and is restructuring its leadership and organization, the company said in an Oct. 2 statement.
California-based strategic and creative growth consultancy Prophet had advised the company on its brand refresh initiatives, including the recent logo and restaurant redesigns that triggered widespread opposition from the public.
CEO Julie Masino announced the new logo on Aug. 19. The next day, the company’s market capitalization crashed by almost $100 million. Following a public outcry, the company announced on Aug. 26 that it would return to the old logo. On Aug. 19, the company’s shares closed at $59.47. They reached $44.19 as of Thursday.
“We thank our guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have. Our new logo is going away, and our ‘Old Timer’ will remain,” the company said in a statement at the time.
The Epoch Times reached out to Prophet for comment, but did not receive a response by publication time.
On Thursday, the company said Doug Hisel, previously vice president (VP) of field operations at Cracker Barrel, had been promoted to senior vice president (SVP) of store operations, overseeing field operations and operations services. He has been working with the company for 18 years, the company said.
Laura Daily, SVP of chief merchant and retail supply chain, recently announced she was retiring. Her responsibilities will be taken over by Heather Gammon, VP of demand planning, and Heather Hager, VP of retail and design, according to the statement. The role of SVP and chief restaurant and retail operations officer, held by Cammie Spillyards-Schaefer, has been eliminated.
“We are grateful to Laura for her leadership, including being a driving force behind the growth of our retail business during her tenure, and thank Cammie for the meaningful contributions and impact she made through her nearly a decade at the Company,” Masino said.
Thomas Yun, who previously worked with Cracker Barrel, is rejoining the company, taking over the post of vice president for menu strategy and innovation from Matthew Banton.
