Key Takeaways Cracker Barrel is overhauling leadership to streamline decisions and strengthen operations.Cracker Barrel ended its brand partnership with Prophet to focus on internal brand evolution.New initiatives aim to revive traffic, enhance guest experience and support long-term growth.Cracker Barrel Old Country Store, Inc. (CBRL) is reshaping its leadership and organizational structure to streamline decision-making, strengthen operations and enhance the guest experience. The company’s latest announceme ...

公司领导层与战略争议 - 公司联合创始人Tommy Lowe公开批评现任首席执行官Julie Felss Masino与品牌核心价值及忠实客户群脱节 [1] - 批评指出首席执行官自2023年上任后实施的改变与餐厅的南方乡村主题不符 [2] - 联合创始人同时指责董事会未进行干预，认为董事会也与公司运营及客户群脱节 [3] 品牌重塑计划与调整 - 公司一项价值7亿美元的品牌重塑计划受到联合创始人严厉批评，被指为“浪费金钱”且“毫无价值” [3] - 首席执行官在第四季度财报电话会中确认，将暂停执行6亿至7亿美元的资本计划 [5] - 公司决定将已改造的餐厅恢复至原始设计，并停止推进“现代门店”计划 [5] 公司财务与运营表现 - 公司第四季度营收预期为8.553亿美元，较上年同期的8.944亿美元出现下降 [5] - 公司面临战略不确定性和运营阻力，同时伴有标志变更争议 [4] - 分析师最初认为品牌重塑引发的负面影响是暂时的，但联合创始人的公开批评带来了不确定性 [6] 市场表现评估 - 第三方机构将公司的动量排名置于第39百分位，增长排名置于第58百分位，反映其在这两个领域的表现处于平均水平 [9]

公司品牌与战略调整 - 公司宣布终止与品牌咨询公司Prophet的合作关系 该咨询公司曾为其提供包括标识和餐厅重新设计在内的品牌焕新建议 [1][2] - 公司取消了新推出的简化版标识 并暂停了餐厅改造计划 作为吸引顾客回流努力的一部分 [4] - 公司计划加强从其最忠诚的粉丝那里获取更多反馈 [4] 公司运营与业绩表现 - 公司2025年面临挑战 餐厅客流量承压 品牌焕新计划受到广泛批评 [2] - 公司股价今年截至周四收盘下跌16% [3] - 公司近期推出了一系列变革措施 包括新的早餐特价和其他优惠 并尝试改进饼干品质 [4] 市场分析与股价展望 - 华尔街分析师持谨慎乐观态度 根据Visible Alpha数据 该股的平均目标价略低于48美元 较昨日收盘价有约8%的上涨空间 [5] - 该股当前股价已远离2025年4月创下的34.75美元的收盘低点 [5]

Paul Weaver / SOPA Images / LightRocket via Getty Images Cracker Barrel has backed off a rebranding effort that attracted vociferous criticism. Key Takeaways Cracker Barrel's latest efforts to show investors that it's working to turn things around include some management changes and the end of a relationship with a consulting firm that worked on its controversial rebrand. The stock is still down substantially for the year. Some Wall Street analysts think it has some room to rise. Cracker Barrel isn' ...

You can find original article here Nrn. Subscribe to our free daily Nrn newsletters. Cracker Barrel Old Country Store Inc. has ended its relationship with the consultancy that oversaw its logo and brand refresh initiatives, the company said Thursday. The Lebanon, Tenn.-based family dining brand, which encountered a backlash for its efforts to update its logo and refresh its locations, said in a statement that the company “confirmed that it is ending its engagement with Prophet, the global strategic and c ...

This story was originally published on Restaurant Dive. To receive daily news and insights, subscribe to our free daily Restaurant Dive newsletter. Dive Brief: Cracker Barrel has updated its organizational structure and appointed at least four executives to new or expanded roles, the company said in a Thursday press release. The chain also cut ties with Prophet, the global strategic and creative growth consultancy that advised Cracker Barrel on its refresh initiatives, including its recent logo and re ...

品牌重塑失败与市场反应 - 公司终止与品牌咨询公司Prophet的合作关系，该公司的品牌重塑方案引发了长期顾客的强烈反对[1] - 品牌重塑内容包括更换已使用56年的标志性“Uncle Herschel”老人倚靠木桶的logo，并对660多家餐厅进行翻新设计，但新风格被批评为单调乏味且失去了灵魂[1][4][12] - 品牌重塑努力迅速适得其反，公司最终屈服于客户负面反馈，宣布撤销新logo并保留“Old Timer”旧标志[5][12] 品牌重塑的具体内容与初衷 - 公司于3月聘请Prophet负责餐厅重新设计并领导新的品牌营销活动，旨在塑造新的品牌愿景以提升市场份额，同时保留公司的独特传统[2] - 全面的改造计划包括“简化”的餐厅用餐区、更新的菜单以及其他变革，目标是更新这个长期植根于怀旧情怀的品牌[13] 品牌重塑引发的财务与市场后果 - 更换logo引发的强烈反对在危机高峰时使公司市值蒸发超过1.4亿美元，客户愤怒和投资者不安导致公司股价遭遇数月来最严重的连续下跌[7] - 公司股价年内累计下跌超过7%[7] 重要人物的评论与公司最终回应 - 前总统唐纳德·特朗普公开评论，呼吁公司回归本源，并建议其承认错误，通过召开新闻发布会将危机转化为价值10亿美元的免费宣传机会[8][11] - 公司在特朗普发表评论当天改变了计划，在社交媒体上公开感谢顾客的反馈，并确认将撤销新logo[12]

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 ...

Cracker Barrel Old Country Store Inc. on Thursday said it would stop working with the consultancy that advised it on a logo change and restaurant overhaul that backfired over the summer, raising further questions about the Americana-themed restaurant chain's path forward. ...

Chain had hired marketing firm Prophet to refresh its image and restaurants; Cracker Barrel shifts executives in operations, menu roles. ...