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PBS News Hour

Cracker Barrel backlash reveals the power of branding

Season 2025 Episode 239 | 5m 44s

Cracker Barrel is backtracking on its nearly $700 million rebrand after widespread backlash from customers and investors. The overhaul, centered on a text-only logo and a modern design, was criticized as sterile and out of step with the chain’s nostalgic image. Geoff Bennett discussed the rebrand, the backlash and the politics at play with Americus Reed, marketing professor at the Wharton School.

Major corporate funding for the PBS News Hour is provided by BDO, BNSF, Consumer Cellular, American Cruise Lines, and Raymond James. Funding for the PBS NewsHour Weekend is provided by Consumer Cellular and Cunard Cruise Line. For a complete list of funders for the PBS NewsHour and PBS NewsHour weekend, click here.
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