Controversy over Cracker Barrel's new logo and the perspective of CEO Julie Felss Masino: Essential insights
In a significant move, Cracker Barrel has unveiled a new text-only logo, dropping the image of a man leaning over a barrel that was a longtime staple of its branding. The new CEO of Cracker Barrel, Julie Felss Masino, who became CEO on Nov. 1, 2023, maintains that the response to the recent changes has been overwhelmingly positive.
The new logo is a call-back to the original logo from 1969 and is designed to work across digital platforms as well as billboards and roadside signs. This isn't Cracker Barrel's first run-in with public outrage, as the chain also recently faced backlash for its restaurant redesigns. However, Felss Masino discussed a five-pillar transformation strategy the company is implementing, with the first pillar focusing on brand communication.
The new interiors of Cracker Barrel restaurants appear to embrace a more modern aesthetic, avoiding the more nostalgic style customers had come to expect. This shift is part of a broader brand update by Cracker Barrel, aimed at making the chain more relevant for today and tomorrow.
The man featured in Cracker Barrel's previous logo has been thought to be "Uncle Herschel" but is also nicknamed "Old Timer." The old logo had a description that told a story with every detail, featuring a pinto bean shape and an image of a man relaxing by a cracker barrel, representing the old country store experience. With the new logo, Uncle Herschel is no longer present, but Cracker Barrel's statement emphasizes that the heart and soul of the brand hasn't changed, and that Uncle Herschel remains front and center in their restaurants and menu.
Despite Felss Masino's positive assertions, the new logo has received fierce backlash on social media, with users trashing the rebranding as "generic" and likening it to "brand suicide." This criticism follows a complaint filed by a conservative group alleging employment discrimination in Cracker Barrel's DEI initiatives.
Cracker Barrel's shares tumbled more than 12% on Thursday, the steepest drop since April, reflecting the mixed reactions to the changes. However, a video of a newly remodeled Cracker Barrel eatery has been viewed more than 9 million times since Aug. 2, indicating a strong interest in the brand's evolution.
Julie Felss Masino, who previously served as president of Taco Bell, Mattel, and held senior roles at Sprinkles Cupcakes and Starbucks, has expressed her affinity for the Cracker Barrel brand in a June 2025 interview. She shared her vision for making Cracker Barrel relevant for today and tomorrow, and it seems that this rebranding is a step towards achieving that goal. Felss Masino also serves on the board of directors at Vivid Seats, adding to her extensive experience in the hospitality and retail industries.
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