When I first saw Cracker Barrel’s new logo redesign pop up online, my reaction was kind of like everyone else’s: huh? They simplified it so much that it lost the whole nostalgic feeling, and the backlash online was brutal. People weren’t just mad at the new look, they felt like the company was tossing aside the traditions that made it special. This is a classic example of how a brand can loose equity really fast when they don’t read the room.
One of the smartest moves they could make now is to invest in consistent brand tracking studies. Instead of guessing at how loyal customers feel, Cracker Barrel should be measuring sentiment every week, keeping an eye on word-of-mouth, and checking their “relationship funnel” data from awareness to advocacy. If they had those benchmarks setup before the change, they would’ve spotted the red flags earlier then they did.
Qualitative research is also key here. Surveys and focus groups with longtime diners could reveal which parts of the experience people actually value most — maybe it’s the fireplace, maybe it’s the rocking chairs, or even just the “home-style cooking” feel. Tools like brand concept maps would show what associations are strongest, and which ones were damaged when the logo and décor shifted. Without this kind of feedback, they risk repeating the same mistake again and agian.
Finally, to prove the ROI of any repair efforts, Cracker Barrel needs to connect these insights back to sales and loyalty. It’s not enough to just say “we changed the logo back and people clapped.” They have to measure whether those actions translate into more visits, better online reviews, and recovering the market value they lost. Otherwise, the story just becomes another cautionary tale of a legacy brand modernizing too fast and paying the price for it, which they cant afford.
Reference (APA style):
Hayes, J. (2025, August 23). Cracker Barrel’s rebrand controversy offers a key reminder for CEOs. Forbes. https://www.forbes.com/sites/julianhayesii/2025/08/23/cracker-barrels-rebrand-controversy-offers-a-key-reminder-for-ceos/