Cracker Barrel ends partnership with Prophet after failed rebrand that stripped away Americana charm. Backlash ensued over drab redesign and dropped iconic logo. CEO dodges questions after logo change, losing $140M in market value. Trump calls for return to roots, leading to logo reversal. Backlash sparked by attempt to modernize.

Prophet hired for redesign and marketing campaign, separate from DEI initiatives. $4M pledged for diversity efforts. Fox News found no connection to rebrand backlash. Trump suggests return to old logo, which was ultimately reinstated after public outcry. Cracker Barrel’s attempted overhaul backfires, leading to significant backlash.

Read more at Yahoo Finance: Cracker Barrel dumps consulting firm Prophet after major rebrand backlash from customers