USA
Cracker Barrel Ends Partnership With Prophet After Logo Backlash, Restructures Leadership to Refocus on Tradition: Cracker Barrel Old Country Store, Inc. has officially cut ties with Prophet, the global design firm behind its controversial new logo, following widespread backlash that reached all the way to the White House. The company is now doubling down on its roots, announcing major leadership changes to restore focus on the “warm country hospitality” that made the brand an American favorite.
The decision comes after Cracker Barrel’s recent rebranding effort became a flashpoint in the ongoing culture wars. The updated logo, introduced just seven months ago, removed the familiar image of the man in overalls beside a barrel—a visual that had symbolized comfort and nostalgia for decades. Instead, the new design featured a simplified outline the company described as “rooted even more closely to the iconic barrel shape and word mark that started it all.”
However, the public reaction was swift and intense. Critics across social media accused the brand of abandoning its heritage, and even President Donald Trump weighed in with harsh criticism. As online outrage grew, visits to Cracker Barrel locations fell sharply, dragging down the company’s stock price.
In response, Cracker Barrel announced Thursday that it is ending its engagement with Prophet and taking decisive steps to “reclaim its authentic identity.”
“Changes to our organizational structure, along with new leadership appointments, mark a strategic step forward as we sharpen our focus on consistently craveable food and warm country hospitality,” said Julie Masino, President and Chief Executive Officer of Cracker Barrel. “This transition reduces layers in the organization and brings a hyperfocus on ensuring every plate served and every guest interaction reflects the care and quality we stand for.”
As part of its restructuring, Cracker Barrel promoted several longtime leaders and redefined key roles:
- Doug Hisel, an 18-year veteran, has been promoted to Senior Vice President of Store Operations.
- Thomas Yun rejoins the company as Vice President of Menu Strategy & Innovation, bringing back popular dishes such as Chicken and Rice and Pot Roast.
- Heather Hager and Heather Gammon will take on expanded responsibilities following the retirement of Laura Daily, the company’s Chief Merchant and Retail Supply Chain Officer.
Masino expressed gratitude to both Daily and outgoing Chief Restaurant and Retail Operations Officer Cammie Spillyards-Schaefer for their years of service. “We are committed to ongoing improvements as we build on Cracker Barrel’s legacy and honor the traditions that make this brand so special,” she added.
The leadership overhaul signals a clear message: Cracker Barrel is returning to its classic Southern charm after a turbulent experiment in modernization. With the holiday season approaching, the company aims to remind guests why it has long been a cherished stop for homestyle comfort food and genuine hospitality.
