Cracker Barrel CEO Julie Masino will step down from her position, the company announced Monday. Her departure follows a significant rebranding initiative launched approximately one year ago that aimed to modernize the chain's image but ultimately drew widespread criticism from customers.
The $700 million overhaul across Cracker Barrel's more than 660 restaurants included changes to its logo and store interiors. Notably, the "Old Timer" character, known as "Uncle Herschel," was removed from branding, and decorative elements were scaled back in favor of a more minimalist aesthetic.
These changes ignited a strong negative reaction on social media, with many long-time patrons expressing that the company was abandoning its traditional identity. The restaurant chain faced accusations of becoming "woke," drawing comparisons to other brands that had recently faced conservative boycotts.
In response to the backlash, Cracker Barrel reversed course on many of the changes. Masino acknowledged that the modernization effort had "missed the mark" in an effort to improve the guest experience. The company shared social media updates, including footage of the "Old Timer" sign being restored. The controversy even drew a public comment from former President Donald Trump, who urged the company to reinstate its original logo and later congratulated them for listening to customer feedback.
Masino will continue with Cracker Barrel in an advisory role until October 9. David Deno has been appointed as her successor. Deno stated that Cracker Barrel is an "iconic American brand" characterized by its "warm country hospitality" and appeal across generations.