Cracker Barrel had good reasons to rebrand. But after its new logo misfired, here’s what’s next

Like its namesake barrels that transported soda crackers until boxes replaced them, Cracker Barrel needed to change. The restaurant chain’s new CEO, Julie Felss Masino, laid out the argument to investors last year: Cracker Barrel’s customer traffic was down 16% compared to 2019. Research showed…