Julie Masino, the chief executive of Cracker Barrel, is stepping down after a year of turmoil triggered by a branded rebrand that critics called “woke” and “soulless” – and that drew a furious response from Donald Trump.
The restaurant chain announced on Monday that Masino will leave in August, with former Bloomin’ Brands boss David Deno taking over on 10 August. Masino will stay until October to help with the transition. Under her departure package, she will receive an estimated $4.6m, according to a company filing.
“Cracker Barrel CEO Julie Masino quits after logo rebrand backlash that sparked Trump criticism and calls of 'woke'.”
The controversy erupted last August when Cracker Barrel unveiled an updated logo that removed Uncle Herschel, the overall-clad man leaning against a barrel from the original design. Social media erupted, with Trump posting “WTF is wrong with Cracker Barrel?!” and demanding the company “admit a mistake”. The chain quickly reversed course and reinstated the old logo.
Masino later told rightwing commentator Glenn Beck that she felt “fired by America” after the backlash. The company’s management thanked her for her tenure but declined further comment.
The leadership change comes as Cracker Barrel, which runs nearly 660 country-themed stores and restaurants across 44 US states, struggles financially. Shares fell more than 2% on Monday and are about a fifth lower than this time last year, as sales decline and customer traffic slows amid soaring costs. The chain faces fierce competition from Denny’s and IHOP for budget-conscious diners.
Jo-Ellen Pozner, an associate professor at Santa Clara University’s Leavey School of Business, said the leadership swap “seems to reflect the polarization many Americans feel today”. She warned that doubling down on conservative values may win back loyalists but “paints the company into a corner”, adding: “Changing anything about the menu, decor, or branding at this point is dangerous, so there are few levers to attract new customers.”
In a statement, Deno praised Cracker Barrel’s “deep connection with guests across generations”. The chain’s rebrand was the latest example of social media-fueled backlash against brands perceived as political – similar to the 2022 uproar over adding plant-based sausages to the breakfast menu.
For Cracker Barrel, the question now is whether a change at the top can restore its nostalgic Southern charm without alienating the younger customers it so desperately needs.