Cracker Barrel’s Rebranding And Crisis Management Lessons

The Cracker Barrel restaurant chain’s rebranding efforts that caused a crisis for the company over the past few days offers important lessons for corporate executives about how and why changing a corporate logo can create a self-inflicted public relations crisis.

Cracker Barrel’s crisis started when it removed from its logo a barrel, an image of a man leaning on the barrel, and the tagline “Old Country Store.” It also used a more modern typeface for the restaurant’s name but days after launching the new logo, the company backtracked and restored the old one. “We thank our guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have. Our new logo is going away, and our ‘Old Timer’ will remain,” the company said in a statement Tuesday on its website.

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