Cracker Barrel hired the Prophet agency earlier this year to help with its brand refresh. | Photo: Shutterstock
Cracker Barrel has parted ways with the consulting firm that helped develop its controversial rebrand.
The family-dining chain said Thursday that it is no longer working with Prophet, a strategic growth agency that advised the brand on the new logo and restaurant remodels that sparked fierce backlash online.
Cracker Barrel announced that it was working with San Francisco-based Prophet in March to help refresh the brand, with a goal of creating “a new brand vision that will enhance market share while preserving the Company’s unique heritage.”
But the new logo, which did away with the chain’s classic man-and-barrel imagery, was swiftly criticized for its lack of connection to the brand’s past. A brighter, more streamlined remodel package faced similar complaints. Shortly after the uproar began in late August, Cracker Barrel reinstated the old logo and halted its remodel program, and said it planned to double down on improving its food and customer experience.
In support of that renewed effort, Cracker Barrel on Thursday made changes to its organizational structure and personnel that are designed to remove some leadership layers at the Lebanon, Tennessee-based chain.
VP of Field Operations Doug Hisel is moving up to SVP of store operations, where he will oversee field operations and operations services. Hisel has been with Cracker Barrel for 18 years and has a deep understanding of the chain’s processes and standards, the company said.
The change eliminates the role of SVP and chief restaurant and retail operations officer that was held by Cammie Spillyards-Schaefer, who had been with Cracker Barrel for more than eight years.
On the menu side, Thomas Yun is rejoining the company as VP of menu strategy and innovation, replacing Matthew Banton after a little over a year.
Yun previously worked with Cracker Barrel from 2022 to 2024 and developed some of its most successful new menu items such as chicken and rice and pot roast. In the interim, he was VP of dining services for Brookdale, a senior living company. He has also worked for Perkins and Applebee’s.
And in the retail department, Heather Hager, VP of retail and design, and Heather Gammon, VP of demand planning, will take on some responsibilities of Laura Daily, SVP of merchant and retail supply chain, who recently announced her retirement.
“These changes to our organizational structure, along with new leadership appointments and promotions, mark a strategic step forward as we sharpen our focus on consistently craveable food and warm country hospitality,” said Julie Masino, president and CEO of Cracker Barrel, in a statement. “This transition reduces layers in the organization as we bring a hyperfocus on ensuring both every plate served and every interaction with our guests reflects the care and quality we stand for.”
Masino added that the changes will allow her to be more directly connected to the chain’s field operations, and noted that Cracker Barrel has already made some changes to its processes, with more to come ahead of the holiday season.
Cracker Barrel’s stock was up slightly in pre-market trading Friday following the announcement. But it is still down about 27% since Aug. 18, the day before the new logo was unveiled.
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