Cracker Barrel announced that CEO Julie Masino will step down roughly a year after an attempt to modernize the brand angered customers. Changes included a logo redesign, interior updates, and the removal of “Uncle Herschel,” a traditional figure depicting a Southern general store persona. This initiative, part of a $700 million overhaul, also introduced a new menu.
The remodel was not well-received. Many customers on social media criticized the move, arguing that the changes abandoned the nostalgic identity of the brand. The criticism was intense, with some accusing the company of becoming “woke.” The backlash was comparable to other brands like Bud Light and Target, which have also faced conservative criticisms.
In response, Cracker Barrel reversed the changes. CEO Masino acknowledged the failure, explaining the intent was to enhance the customer experience. A video shared on social media showed the old “Old Timer” sign being restored.
The situation drew attention from former President Donald Trump, who praised the company’s decision to revert to its original logo.
Masino will remain with the company as an advisor until October 9. David Deno will take over as the new CEO. In a statement, Deno emphasized Cracker Barrel’s status as a “truly iconic American brand,” known for its country hospitality and generational appeal.
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