UNO Expert Yanhui Zhao Weighs in on Cracker Barrel’s Logo Overhaul
CNN features UNO marketing expert Yanhui Zhao on the chain’s recent rebranding efforts.
- published: 2025/09/17
- contact: Office of Strategic Marketing and Communications
- email: unonews@unomaha.edu
Yanhui Zhao, Ph.D., marketing professor at the University of Nebraska at Omaha’s (UNO) College of Business Administration (CBA), provided expert insight to CNN on Cracker Barrel’s recent logo redesign. Zhao noted that the updated design “made it look like they were walking away” from the chain’s signature old-time, country feel.
💡 Why it matters: Zhao’s analysis emphasizes the risks and challenges of rebranding established businesses, particularly when changes shift away from the brand’s core identity that customers know and love.
🔍 The big picture: As companies modernize their visual identities, Zhao’s perspective highlights the balance between innovation and preserving the brand essence that drives customer loyalty.
For more on Zhao’s expert take on Cracker Barrel’s rebrand, read the full article on CNN.
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