Cracker Barrel CEO steps down after logo backlash last year
Julie Masino, CEO of Cracker Barrel, is leaving her post nearly a year after the company faced a political firestorm over branding changes, including input from Donald Trump.
Cracker Barrel announced on Monday that its CEO, Julie Masino, is stepping down, almost a year after the company became embroiled in a political controversy over proposed modernizations to its branding.
Last August, the Tennessee-based rustic restaurant chain unveiled an updated logo that removed Uncle Herschel, the overall-clad man leaning against a barrel from the original logo. Critics on social media labeled the chain as “woke” and “sterile and soulless.” Soon after, Donald Trump weighed in, posting “WTF is wrong with Cracker Barrel?!” and demanding the company “admit a mistake.”
Following the social media backlash, Cracker Barrel announced it would revert to its old logo. Masino, who has been CEO since 2023, told conservative commentator Glenn Beck in December that she felt “fired by America” after the controversy.
Cracker Barrel's stock dropped nearly 3% after the announcement of Masino's departure. The chain's new CEO, David Deno, will take over on August 10, and Masino will remain until October to assist with the transition. “Cracker Barrel is a truly iconic American brand, defined by its unique combination of warm country hospitality, timeless appeal, and deep connection with guests across generations,” Deno said in a statement.
Masino's exit is the latest fallout from social media-fueled backlash against brands accused of appealing to certain political ideals. The Harris Poll found last year that a quarter of Americans have changed their shopping habits to align with their morals, with 50% of Democrats and 41% of Republicans saying they stopped shopping at stores opposing their political views.
Some companies quickly felt the financial strain. In 2023, after Target announced a Pride month collection and Bud Light aired an ad with a transgender influencer, both reported sales declines. On the other side, Target was dropped as a sponsor from Minneapolis's annual Pride festival after it ended its diversity, equality and inclusion policies.
Not all boycotts have succeeded – Christopher Nolan's “The Odyssey” had a strong global box office debut despite Elon Musk and other critics calling the cast part of a “woke” agenda.
Cracker Barrel has a history of discriminatory treatment. In 1991, the chain blocked hiring LGBTQ+ workers and fired 11 staff, later backing down. In 2004, it paid $8.7 million to settle discrimination allegations from Black customers who said they were denied service and Black employees who said they received more “back of house” assignments than white colleagues.
