Seven Simple Lessons from Cracker Barrel’s Rebrand Fail

There are a host of strategic reasons organizations cite for launching a rebranding campaign. Perhaps the current brand is no longer representative; maybe it doesn’t speak to the future of the entity or organization. In some instances, companies rebrand because their focus has shifted. Regardless of the underlying reason for the rebrand, leaders hope the effort, which can be quite costly, will be successful.

When undergoing a rebrand, leaders want their customers and other stakeholders to embrace the shift. But how one launches the rebrand matters, and who an organization includes in the process also matters.

Launching a rebrand the wrong way could create a communications crisis that drives a wedge between a company and its customers, or a leader and the entity she helms. It can also be costly. Cracker Barrel allegedly lost 94 million in market value on August 28, 2025.

The company has since abandoned the initiative. This means they’ll retain their decades’ old logo, which includes Uncle Herschel in a chair leaning on a barrel. After so many headlines, the question becomes, what can the rest of us learn from this experiment.

Here are seven takeaways from Cracker Barrel’s rebrand fiasco:

For the average company or organization, it takes 18 months to 2 years to undergo a rebrand process.

A company with as much history as Cracker Barrel, the rebranding process could be longer. Depending on your organization’s history, it could take significant time for stakeholders to feel consulted, engaged and informed. It also takes time to garner buy-in and support for the rebrand.  

A logo is more than a symbol.

A logo tells a story. Understanding the story that various people glean from your logo is critical. If you do not know what your logo or brand communicates, it will be difficult to launch a successful rebrand campaign.

Cracker Barrel’s customers likely appreciate nostalgia and romanticize the past.

For some, Cracker Barrel’s brand, store layout, and products are an ode to the past. It is one of the few restaurants that feel like an old country store, and this experience is meaningful for its customers. I would wager that the vast majority of Cracker Barrel consumers aren’t interested in progressivism or modernization. For them, Cracker Barrel represents a relic from a past that is quickly evaporating. These individuals likely see our current society as threatening their preferred way of life. If my assumption is correct, then of course, they would dig in their heels and hold on to what they believe modernists are attempting to take away from them.

Collaboration is key.

The corporate office casts a vision, but that vision should be informed by collaboration and consistent communication with a company’s customers. If the customer base isn’t included, the rebrand effort is likely to fail. If customers don’t feel their perspective has been honored, they will revolt.

For any transition, early adopters are critical.

Early adopters serve as validators. This is why many leaders identify and engage influencers to serve as brand ambassadors. I didn’t see prominent brand ambassadors – who reflect the company’s customers – with the rollout of the new logo. Companies as large as Cracker Barrel don’t exist as islands unto themselves. They belong to the culture; that includes conservative influencers.

You’re never just selling a product.

You’re selling the story that people derive from that product. That means that Cracker Barrel’s logo is more than a logo; it is a representation of a story and possibly an identity. Any rebrand initiative would have to take all of this into account. Changing a logo then isn’t just changing a logo; it is upending the story customers tell themselves about themselves.

If you lose the narrative, you lose the campaign.

Cracker Barrel quickly lost the narrative around their rebrand, with the effort being reduced to a bland logo. They were caught up in a culture war, and their perspective and rationale for the rebrand was quickly lost. Once prominent commentators began weighing in, I knew the effort was a lost cause.

In summary, if you launch a rebrand effort, remember that there may be a convergence of forces that could influence the success of that campaign. Be sure to consult your base, early and often. And remember, you do not have to lead the PR campaign around your rebrand alone. Book a consultation to learn how we can support you.

Jennifer R. Farmer, aka The PR Whisperer,^® is the principal of Spotlight PR LLC. Be sure to check out other blogs and subscribe for regular communications updates.