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Cracker Barrel Rebrand Backfires With $100M Logo Flip
Cracker Barrel was born in 1969 off Highway 109 in Lebanon, Tennessee. Founder Dan Evins, then a Shell Oil executive, wanted to create more than a pitstop. His idea? A place where travelers could fuel up, eat hearty Southern meals, and shop a little—all wrapped in the feel of an old country store. The brand name itself comes from barrels of soda crackers once found in general stores, around which locals gathered to chat and pass time.
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