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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.