Topline
Julie Felss Masino, the CEO of Cracker Barrel who presided over a logo change that was slammed by loyal customers, conservative commentators and even President Donald Trump, will step down effective next month, the company said Monday, though it did not give a reason for her departure.
Timeline
Masino, previously international president of Taco Bell, assumed the role of Cracker Barrel CEO and a seat on the company’s board of directors.
On a conference call with investors, Masino said the brand is “just not as relevant as we once were” and declared it needed a “transformation” to win back customers amid declining sales, announcing the restaurant chain would undergo a refresh including remodeled restaurants and new menu options.
Cracker Barrel announced its new logo, which removed Uncle Herschel, the man leaning on a barrel in the prior logo, and only included text, saying the new design is a callback to the “iconic barrel shape” that “started it all.”
“End Wokeness,” a right-wing X account with 4 million followers, declared in a post that Cracker Barrel has “fallen,” one of many negative reactions to the logo change from customers and conservative commentators.
Cracker Barrel shares fell more than 7% on Thursday alone as the company lost about $100 million in market capitalization.
President Donald Trump said in a post on Truth Social the company should “go back to the old logo” and “admit a mistake based on customer response (the ultimate Poll),” while the White House posted an edited version of the Cracker Barrel logo depicting Trump leaning on a barrel.
Hours after Trump’s post, Cracker Barrel said it would abandon plans to update its logo, saying, “We said we would listen, and we have. Our new logo is going away and our “Old Timer” will remain,” thanking customers for “sharing your voices and love” for the restaurant chain.
Cracker Barrel said it would ditch its restaurant remodeling project, also crediting the decision to customer feedback.
Masino said in an interview with right-wing commentator Glenn Beck she felt “fired by America” amid the controversy, saying all she “wanted to do was help people love this brand the way I love this brand.”
Cracker Barrel announced Masino would exit her role on Aug. 10, to be replaced by David Deno, former CEO of Bloomin’ Brands, the company behind restaurant chains including Outback Steakhouse and Bonefish Grill.
What Has Cracker Barrel Said About Masino’s Exit?
Cracker Barrel did not provide a reason for why Masino is leaving her post. The company’s Monday statement says Masino will “step down” next month following a “comprehensive succession planning and search process.” Masino will stay with the company in an advisory capacity until Oct. 9 to support the transition. Carl Berquist, chair of Cracker Barrel’s board, thanked Masino in a statement for her “leadership and commitment to Cracker Barrel,” while praising Deno as the “right leader to continue building on the Cracker Barrel legacy, drive further positive momentum operationally and financially, and create sustainable value for our shareholders.”
Why Did Cracker Barrel Try To Refresh Its Brand?
Cracker Barrel announced a brand refresh in 2024 because customers, particularly 65-and-up diners, were slow to return to the restaurant chain after the Covid-19 pandemic. The restaurant chain’s rebrand was meant to win back that contingent while also trying to appeal to newer, younger diners, the Wall Street Journal reported. In addition to the logo redesign, Cracker Barrel also refreshed a handful of locations with brighter lighting and a more modern feel, which also sparked backlash from customers who felt it erased the chain’s traditional Southern feel.
surprising fact
Though Cracker Barrel shares took a hit during the logo controversy, the company’s stock has surged nearly 100% year-to-date as of Monday. After the backlash, Masino pivoted to adding value meals and new Southern-inspired dishes, while also firing the marketing agency behind the logo redesign and re-hiring a former executive who had previously overseen menu strategy, CNN reported.
Trump Says Cracker Barrel Should ‘Go Back To The Old Logo’ As Company Rebrand Sparks Backlash (Forbes)
Cracker Barrel Folds To Backlash Again—Abandons Restaurant Remodelings After Nixing New Logo (Forbes)
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