Cracker Barrel CEO Steps Down

Cracker Barrel announced on Monday that its chief executive officer, Julie Masino, will step down after a year of controversy surrounding a recent rebranding effort. The change, unveiled in August, replaced the chain’s iconic Uncle Herschel figure with a more streamlined logo that critics said stripped the brand of its “rustic charm.”

The redesign sparked a social‑media backlash that branded the company “woke,” “sterile,” and “soulless.” Former President Donald Trump joined the criticism, tweeting “WTF is wrong with Cracker Barrel?!” and demanding the chain admit a mistake. The backlash highlighted the tension between modernizing a long‑standing brand and preserving the heritage that has defined Cracker Barrel’s identity for decades.

Masino’s departure follows the company’s decision to address the fallout, with executives stating that the leadership change will help the chain refocus on its core values and customer experience. The restaurant chain has not yet announced a successor, but it has pledged to continue serving its traditional menu while reassessing its brand strategy.