In 2024 Cracker Barrel hired not one but three agencies to execute a brand refresh and overhaul.
The stated goal was to attract younger customers while preserving authentic charm, and what arrived was the opposite of that on every count. Out went the old-timer logo, out went the barrel, and the rustic interiors came back as something customers took one look at and called a hospital cafeteria.
The agencies delivered exactly what agencies deliver, which is a strategy, a new identity and a campaign to launch it with. Then they moved on.
The brand took the credibility hit twice over, once for the rebrand and again for backing out of it. Three agencies were involved and not one of them carried any accountability for the outcome, because the work had been delivered and the damage belonged to the client.
They spent a fortune deciding what the brand should look like and nothing finding out what the customer came in for.
Last Updated: September 2026
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Last Updated: September 2026
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