Cracker Barrel announced that its CEO, Julie Masino, will resign following a failed modernization effort that angered customers. This decision comes about a year after the company attempted significant changes to its brand.
Last summer, the restaurant chain altered its logo and redesigned interiors. It also removed the character known as “Uncle Herschel” from its branding. This was part of a $700 million investment to update the company’s image across its more than 660 locations. The changes included a new menu and reduced decoration items.
The response was overwhelmingly negative. Critics took to social media, accusing Cracker Barrel of abandoning the nostalgic feel that had characterized the brand for years. Some conservatives labeled the company as having become “woke,” prompting many long-time patrons to vow not to return.
Cracker Barrel faced comparisons to other brands that had previously upset conservatives, such as Bud Light and Target. Heavy criticism forced a retraction of the rebranding effort. Masino attributed the failure to a misjudged attempt to enhance the customer experience.
In response, Cracker Barrel shared a video online showing the old “Old Timer” logo being reinstated. President Donald Trump even entered the discussion, first demanding the original logo return and later applauding the company for listening to its customers.
Masino will continue in an advisory role until October 9. David Deno has been named her successor. In a statement, Deno referred to Cracker Barrel as a timeless American brand cherished for its warm hospitality and deep connection with patrons.