Summary
Cracker Barrel started a $700 million rebranding effort that faced strong criticism from both customers and investors. The company's new design and logo were not well-received because people felt it didn't match Cracker Barrel's traditional, nostalgic image. As a result, Cracker Barrel decided to change its plans.
Key Facts
- Cracker Barrel launched a rebranding initiative costing nearly $700 million.
- The rebranding included a new text-only logo and modern design changes.
- Customers and investors criticized the new look as being too modern and lacking nostalgia.
- Cracker Barrel is known for its nostalgic and traditional style.
- The backlash led Cracker Barrel to reconsider its rebranding strategy.
- A marketing professor from the Wharton School discussed the issue with Geoff Bennett.
- Cracker Barrel is addressing both consumer expectations and business strategy.
