Cracker Barrel dumps consulting firm Prophet after major rebrand backlash from customers

Cracker Barrel is ending its partnership with Prophet, the consulting firm behind its failed rebrand.The chain faced intense backlash after unveiling a new logo and redesigned stores that longtime fans said stripped away what they loved most about the brand.Cracker Barrel’s restaurants, long known for their kitschy Americana décor, were recast in a style critics called drab and soulless.The uproar grew after the company dropped its iconic logo of an elderly man leaning on a barrel.CRACKER BARREL ANTI-WOKE CRITICS SLAMMED AS UNINTELLIGENT BY BOSTON GLOBE FOOD CRITICA March press release said Pr