Rebrand the Right Way: Lessons from Cracker Barrel

Rebranding an organization can be an exciting endeavor, but it also carries a lot of risk. When done right, it breathes new life into your business, allowing the organization to reintroduce itself, tell a new story, and make exciting changes. However, if the process is rushed or done the wrong way, you risk alienating your customers and possibly losing them. 

Rebranding efforts are expensive, time consuming, and must be approached delicately. You want to evolve, but not at the cost of losing what made people love you in the first place. And you definitely need to bring your people along for the ride—employees, loyal customers, and potential new fans alike.

What can go wrong with a rebrand? Well, just ask Cracker Barrel.

The Cracker Barrel Saga

By now, we’ve all seen Cracker Barrel’s rebranding snafu. Last week they unveiled a new logo that was universally hated. The backlash was so intense that the company’s stock lost $100 million in value the day it was released. Within 24 hours, they reversed course and apologized, promising the old logo would remain.But here’s the interesting part—not everything they did bombed. Their updated menu and store redesigns actually boosted sales, despite some grumbling from a vocal minority. At the end of the day, rebranding is all about increasing profit, and the menu and store changes drove positive behavior change.

Rebranding Done Right

So how do you avoid becoming the next cautionary tale? It boils down to three things:

1. Do Your Homework

Before changing anything, understand what your brand means to people. What do they love? What does your brand mean to them personally? What drives them nuts? What would they change if they could? These insights are pure gold and the foundation of any rebranding effort.

2. Test Before You Invest

New logo? New messaging? New anything? Test it with real people who matter to your business. Will it delight or disappoint? Will it bring in new customers without chasing away the loyal ones? Will they hear the same story that you’re trying to tell? 

A proper marketing research strategy pays dividends. Think about it—a $40,000 investment in proper research would have saved millions of dollars and helped propel their rebranding momentum instead of throwing a wrench in it.

3. Take Your Time

Rushing a rebrand is like rushing surgery—unnecessary risk with critical consequences. Give yourself time to iterate, refine, and get it right. Your brand wasn’t built in a day, and neither will its evolution. 

Remember, that even something that seems simple like a logo change is actually a big deal. Your logo is your brand’s visual identity, and it must be treated with care and respect. Any changes to it must be thoroughly vetted among your employees, customers, and the general population.

Where Cracker Barrel Stumbled

Cracker Barrel clearly recognized they needed to evolve—and parts of their strategy worked brilliantly. But that logo? Total disconnect.

My guess? They did their homework (i.e. research) on store design and menu updates but got overconfident when it came to the logo. Maybe they skipped testing it altogether, or perhaps they asked the wrong questions of the wrong people. Either way, when 76% of the population prefer your old logo to the new one, something went seriously sideways in the process.

The Bottom Line

Rebranding isn’t just about fresh paint and new fonts—it’s about thoughtfully evolving your identity while honoring what made you successful. The best rebrands feel both fresh and familiar, pushing you forward without cutting you off from your roots.

At Evolve, we help companies navigate these waters with confidence. Because when it comes to your brand, “good enough” simply isn’t. Proper research must be at the center of your rebrand, every step of the way.

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