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 decor, 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.

The Cracker Barrel logo is seen on a billboard outside of one of its restaurants. (Photo by Paul Weaver/SOPA Images/LightRocket via Getty Images)

A March press release said Prophet was hired to redesign Cracker Barrel restaurants and lead a new brand marketing campaign.

At the time, the company said,

See Full Page