Cracker Barrel vs. Jaguar - when a rebrand sticks and when it snaps
When you write a book called Rebrand Right, you can guess which brands you get asked most about. Jaguar for the first half of 2025 and now - Cracker Barrel. So what’s the difference? Why did Jaguar stay the course while Cracker Barrel reversed?
Cracker Barrel rebrand: why the logo change backfired (and Jaguar didn’t)
If you’re here for the Cracker Barrel rebrand, here’s the short version: the restaurant’s logo change triggered a fast, emotional backlash, and the company reversed course to protect what guests love most -comfort, nostalgia, and familiar cues.Â
This article breaks down why the Cracker Barrel rebrand sparked such heat, how a poor launch amplified the reaction, and how a tighter diagnosis could have helped them make the changes that were needed, while keeping the soul of the brand intact. I contrast it with Jaguar: a true business-model shift into ultra-luxury EVs where bold identity change matched a bold strategy. Same word - “rebrand.” Very different jobs to be done.
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Sarah Robb
I’m here to equip you with everything you need to create world-class brand strategies for your clients; elevating your skills, and the impact you have on their business. My clear, simple, step-by-step approach, based on 20 years global, multi-industry experience, cuts through the jargon, and equips you with the tools and confidence to run brand strategy projects for any client in any industry. Sign up for my free Brand Strategy Fundamentals course above, to learn my simple 7 step framework, or dive straight in to Brand Strategy Academy to learn exactly how to do it.
