Cracker Barrel CEO Says She Felt ‘Fired by America’ After Rebrand Backlash
LEBANON, TN - Cracker Barrel CEO Sandra masino revealed she felt as though she had been “fired by America” following the intense public outcry over the restaurant chainS recent rebrand attempt, which ultimately led to the company terminating its relationship with the consulting firm behind the effort, Prophet. The disastrous rollout triggered a significant drop in the company’s stock value and a wave of criticism, including direct commentary from the restaurant’s 93-year-old co-founder.
The failed rebrand,intended to modernize the brand’s image,instead ignited a fierce backlash from customers who felt it strayed too far from Cracker Barrel’s customary,country-themed aesthetic. The controversy underscores the challenges companies face when attempting to update established brands with strong nostalgic appeal, and highlights the power of consumer sentiment in influencing corporate decisions. Cracker Barrel is now focused on reaffirming its core identity, but the episode has already resulted in substantial financial losses and a damaged reputation.
During the online uproar, Cracker barrel’s stock value plummeted, resulting in a loss of $94 million in a single day – a 7.15 percent drop, initially reaching 15 percent before a slight rebound. Former President Donald Trump even weighed in, urging the company to revert to its original logo and suggesting the controversy could generate “billion dollars worth of free publicity.”
Tommy Lowe, Cracker Barrel’s co-founder, publicly criticized masino’s decision to pursue the revamp, stating, “They’re trying to modernize to be like the competition. Cracker Barrel doesn’t have any competition.” He added, “What’s Taco Bell know about Cracker Barrel and country food? They need to work on the food and service and leave the barrel, the logo, alone.” Lowe made his statement to Wtvf.
The company has as scrapped the rebrand and severed ties with Prophet, the consulting firm responsible for the new visual identity. Masino’s comments regarding feeling “fired by America” were made in the wake of these developments, signaling the depth of the impact the backlash had on both the company and its leadership.
