Cracker Barrel has announced that CEO Julie Masino will step down after a tumultuous year marked by a controversial rebranding attempt. The company faced backlash after it removed the ‘Old Timer,’ also known as ‘Uncle Herschel,’ from its branding, sparking outrage among long-time customers.
Last summer, the chain began a $700 million overhaul of its 660-plus restaurants. This included changes to its logo, store interiors, and menu. The rebranding involved scaling down the iconic decorative items and adopting a minimalist design that eliminated the traditional Southern character, Uncle Herschel.
Many customers criticized these changes on social media, accusing Cracker Barrel of abandoning its nostalgic essence. Some conservative voices even labeled the brand as ‘woke,’ leading to widespread claims of a customer boycott.
“The effort missed the mark,” Masino acknowledged, adding it was meant to enhance the guest experience.
The backlash was so significant that the chain reversed some of its changes and restored the Old Timer logo. This decision attracted attention even from President Donald Trump, who praised the company for listening to its customers.
Following these events, Cracker Barrel announced that Masino will continue in an advisory role until October 9, after which David Deno will take over as CEO. Deno praised Cracker Barrel as “a truly iconic American brand” with its strong connection to customers.