Cracker barrel According to a new report, the restaurant’s controversial attempt is ending its relationship with the consulting firm.
Foxy dinner suffered a serious shock on social media – and in market – After announcing that he is changing his logo and leaving his “Country Store” beauty inside his restaurant in favor of a more polished, modern form.
Backlash was mainly Under the leadership of conservativesThe uncle who was provoked by the omission of the new logo of the hersel character, was described as “waking up”.
In fact, the change was just a return to an old cracker barrel logo, and uncle Horshel farmer character was still present in other aspects of the company’s marketing.
Regardless, the issue became a Republican Talking Point, and became an issue that it commented with the President Donald TrumpWho told the restaurant Change its logo back,
“The cracker barrel must return to the old logo, accept a mistake based on the customer response (final pole), and the company should manage better than before,” he wrote in a true social post of 26 August. “If they play their card correctly, they got a free publicity of one billion dollars. It is very difficult, but a great opportunity. Today is a major news conference. Make the cracker barrel a winner again.”
After beating a one on social media and losing about $ 140 million from its market value, the cracker barrel trusted and returned to his old logo.
The company is now participating with the consulting team behind the Ribrand, the Prophet.
When the Prophet was hired in March to lead the effort, a press release described the role of the company: “In collaboration with the cracker barrel, they focus on shaping a new brand vision that will increase the market’s share by preserving the company’s unique heritage. This new strategy will inform the brand communication, restaurants, Ridizine, Brands of Brand Standards, and an employee price proposal.”
The agency was not only working on marketing, but was also allegedly contributing to storing the redesign schemes. There are further plans for in-store redigation Since has been suspended According to the restaurant, 660 crackers at barrels.
During an earning call last month, cracker barrel officials said it expects Continue to feel injury From the reaction of the ribrand in the coming months, even after the announcement of its course reversed.
According to earning calls, traffic in the restaurant fell 8 percent after changing the chain logo, and – until a significant trend change occurs – the company is expected to have a continuous decline of 7 to 8 percent for the remaining quarter.
The Prophet is not the only marketing unit that is no longer working for the cracker barrel.
Matt Benton, the vice president of marketing of cracker barrel, is leaving the company after spending only one year of position.
He is being replaced by a previous executive replaced by Thomas Yun, according to a press statement by Julie Massino, Craer Bairal CEO Julie Massino, “Taking care and respecting the classic favorite is responsible for developing some of the most successful menu introductions of the company of the past several years.”
Independent The Prophet requested the comment.