What Cracker Barrel’s Rebrand Got Wrong (and What Chick-fil-A Gets Right) In Part 2 of our branding series, we look at what happens when a company tries to modernize and ends up losing what people loved most. Using Cracker Barrel’s recent rebrand backlash as a case study, we talk about the tension between staying relevant and staying true to your identity. We compare it to Chick-fil-A’s approach, where brand strength comes from consistent systems, not constant design changes. Then we break down how these lessons apply to service businesses, especially those that serve customers in high-stress moments. You’ll walk away with practical filters for rebranding without confusion, insights from StoryBrand and Atomic Habits, and ways to build a brand people trust over time.
Put it to work this week
- 1Identify one core brand element you must never change.
- 2Simplify your customer messaging to remove all unnecessary confusion.
- 3Audit your current systems for consistency in every interaction.