Cracker Barrel CEO Julie Felss Masino Faces Backlash Over Bold New Logo Redesign — Here’s What You Need to Know

Cracker Barrel Old Country Store, a beloved American restaurant chain known for its nostalgic Southern charm, is facing significant backlash following a major rebranding effort led by CEO Julie Felss Masino. On August 19, 2025, the company unveiled a new text-only logo, removing the iconic image of a man leaning on a barrel—affectionately known as “Uncle Herschel” or the “Old Timer”—that had been a staple of its branding since 1977. The decision, part of a broader modernization strategy, has ignited a firestorm of criticism from customers, conservative commentators, and investors, contributing to a sharp decline in the company’s stock value.

A Controversial Logo Change

The new logo, which reverts to a text-only design reminiscent of Cracker Barrel’s original 1969 branding, retains the chain’s signature gold and brown color palette but omits the familiar imagery that symbolized its country store roots. According to the company’s website, the previous logo featured “a pinto bean shape behind the Cracker Barrel name, a nod to one of the original sides we offered when we first opened in 1969,” alongside “an image of a man relaxing by a cracker barrel, representing the old country store experience where folks would gather around and share stories.” The removal of this imagery has been met with fierce opposition, with social media users labeling the redesign as “generic” and even “brand suicide.”

High-profile critics, including comedian Larry the Cable Guy, took to X to express their dismay. “Please we beg of you! Don’t change the iconic Cracker Barrel design! For the love of the ‘Uncle Herschel’s Favorite’ Breakfast don’t do this!! You’re killing me!! Your killing… us,” he posted. Other users echoed this sentiment, with one X post by Coach Duggs, viewed over 9 million times, lamenting the modernized interior of a remodeled Cracker Barrel location: “At a remodeled Cracker Barrel. I hate it.”

The backlash has been amplified by conservative commentators who have accused the chain of embracing “woke” culture, particularly in light of its diversity, equity, and inclusion (DEI) initiatives. Some have speculated that the logo change is tied to these efforts, with claims that Masino sought to make the brand “less white” by removing the image of the white man in the logo. These accusations have fueled comparisons to other brands, like Bud Light, that faced boycotts over perceived progressive shifts.

Financial Fallout

The public outcry has had a tangible impact on Cracker Barrel’s financial performance. On August 21, 2025, shares of Cracker Barrel (CBRL) dropped more than 12%, marking the steepest single-day decline since April, according to Fox News. Some sources report a loss of up to $94 million in market value in a single day, with the stock down nearly 35% since Masino assumed the role of CEO on November 1, 2023. The finance card above shows the current stock price at $54.445, a significant drop from its peak of $71.86 on July 23, 2025, reflecting investor concerns over the rebranding strategy.

Masino’s Vision and Defense

Julie Felss Masino, who joined Cracker Barrel after serving as president of Taco Bell and holding senior roles at Mattel, Starbucks, and Sprinkles Cupcakes, has defended the rebranding as a necessary step to keep the chain relevant. In an August 19, 2025, interview with Good Morning America, she claimed the response to the changes has been “overwhelmingly positive,” stating, “People like what we’re doing. Cracker Barrel needs to feel like the Cracker Barrel for today and for tomorrow—the things that you love are still there. We need people to choose us, and we want people to choose us.”

In a June 2025 interview, Masino elaborated on her vision, emphasizing the emotional connection customers have with the brand. “Everybody has an origin story for Cracker Barrel,” she said, citing memories tied to family, travel, and community. “The opportunity is how do I get it out of people’s rearview mirror, and how do I get it into their daily kind of relevant choice set.” Her five-pillar transformation strategy includes modernizing the brand’s messaging to align with contemporary audiences while preserving its core values.

Cracker Barrel has also pushed back against criticism, asserting that “our values haven’t changed, and the heart and soul of Cracker Barrel haven’t changed.” The company emphasized that Uncle Herschel remains a central figure in its restaurants and menu, describing the new logo as a “fifth evolution” that is “rooted even more in the iconic barrel shape and word mark that started it all back in 1969.”

DEI Controversies and Broader Backlash

The logo change is not the only source of controversy under Masino’s leadership. Cracker Barrel’s DEI initiatives have drawn scrutiny, with conservative group America First Legal filing a complaint with the Equal Employment Opportunity Commission in July 2025, alleging discriminatory hiring and promotion practices based on race and gender. Critics, including prominent figures like Donald Trump Jr., have framed the logo change as part of a broader “woke” agenda, with some calling it a “Bud Light moment” that risks alienating the chain’s core customer base.

The company’s recent restaurant redesigns, which favor a modern aesthetic over the nostalgic, antique-filled interiors, have also sparked discontent. Customers have expressed disappointment over the shift, with many longing for the traditional charm that defined Cracker Barrel’s identity.

A Risky Path Forward

The decision to overhaul Cracker Barrel’s branding under Masino’s leadership has sparked a debate about balancing tradition with modernization. Supporters argue that the changes are essential to attract younger, more diverse customers in a competitive market, as Masino herself noted that the brand is “just not as relevant as we once were.” However, the fierce backlash and financial repercussions suggest that the chain may have underestimated the loyalty customers feel toward its nostalgic roots.

Critics have called for Masino’s removal, along with the board members who appointed her, arguing that reinstating the original logo and hiring conservative leadership could restore investor confidence and double the stock value. While such claims are speculative, they reflect the intensity of the opposition to the rebranding.

As Cracker Barrel navigates this turbulent period, the company faces a critical challenge: maintaining its legacy as a bastion of Southern hospitality while adapting to a changing demographic. Whether Masino’s vision will ultimately revitalize the brand or further alienate its loyal customers remains uncertain. For now, the controversy surrounding the logo change and her leadership underscores the high stakes of rebranding in a polarized cultural landscape.

Disclaimer: This article is based on verified reports, social media reactions, and public statements. Commentary reflects public discourse and is not affiliated with any political organization.