In August 2025, Cracker Barrel’s CEO, Julie Felss Masino, sparked outrage by changing the restaurant chain’s iconic logo.
The corporate, as a part of an tried $700 million rebrand, introduced it was changing its 47-year-old brand, which featured the restaurant’s title subsequent to a person sitting in a chair and leaning on a barrel.
The brand new, woke rebrand eliminated the person and the barrel, leaving simply the title. She additionally pushed for altering the eclectic inside, choosing one thing chilly and sterile, after which claimed the general public simply cherished the brand new brand and look.
Her choices might have finally value Masino her job.
On Monday, the company announced Masino is stepping down after lower than three years within the place and shall be changed by David Deno.
The outrage was so widespread, even President Trump weighed in. He mentioned, “Cracker Barrel ought to return to the outdated brand, admit a mistake based mostly on buyer response (the last word Ballot), and handle the corporate higher than ever earlier than,” Trump wrote on Reality Social. “They acquired a Billion {Dollars} value of free publicity in the event that they play their playing cards proper. Very tough to do, however a terrific alternative. Have a significant Information Convention at present.”
Cracker Barrel’s co-founder Tommy Lowe was not impressed with the adjustments and called the new logo “pitiful.”
Lowe sat down with Newschannel5’s Carrie Sharp and had some harsh phrases for the woke CEO attempting to destroy the enterprise he based.
“They’re attempting to modernize to be just like the competitors – Cracker Barrel doesn’t have any competitors. I heard she [Masino] was at Taco Bell. What’s Taco Bell find out about Cracker Barrel and nation meals? They should work on the meals and repair and depart the barrel – the brand alone,” Lowe mentioned.
Though the corporate initially doubled down, it finally caved to public stress and introduced a return to the beloved “Previous Timer” brand.
However not earlier than doing harm to the corporate and, probably, costing Masino her job.
Per the New York Post:
Cracker Barrel CEO Julie Felss Masino is stepping down after the failure of her “woke” rebrand last year, which was rolled again following intense backlash from loyal clients, the corporate introduced Monday.
David Deno, a restaurant exec who most lately served as CEO of Bloomin’ Manufacturers, which owns Outback Steakhouse, will exchange Masino on August 10, in keeping with a Cracker Barrel press launch.
Her departure comes after lower than three years on the helm, throughout which diners revolted towards the company’s attempts to modernize the Southern dining chain by axing its beloved mascot Uncle Herschel and revamping eating places with out its telltale tchotchkes.
Advert block customers: Some website options might not work appropriately whereas an advert blocker is enabled, as a result of they break scripts and content material this web site will depend on. If you cannot see feedback beneath, for instance, please disable your advert blocker.
