Cracker Barrel is ending its partnership with Prophet, the consulting firm behind its failed rebrand. CRACKER BARREL ANTI-WOKE CRITICS SLAMMED AS UNINTELLIGENT BY BOSTON GLOBE FOOD CRITICA March press release said Prophet was hired to redesign Cracker Barrel restaurants and lead a new brand marketing campaign. Make Cracker Barrel a WINNER again." Later that day, Cracker Barrel reversed its plans. "We thank our guests for sharing your voices and love for Cracker Barrel.