What’s Going On?
Cracker Barrel unveiled a new minimalist logo this week, ditching the long-standing image of the man leaning on a barrel (“Uncle Herschel” or “Old Timer”) in favor of a text-only design with gold and brown tones. This marks the fifth evolution of their branding and is a throwback to their original 1969 text-only logo.
A Glimpse into Cracker Barrel’s History and Leadership
Cracker Barrel Old Country Store, Inc. is a well-known American restaurant and gift store chain. Its unique combination of a sit-down restaurant and a retail store, with a nostalgic country theme, has made it a popular destination for travelers and families.
The Establishment of an American Icon
Cracker Barrel was founded by Dan Evins in 1969. As a representative for Shell Oil, Evins initially envisioned the restaurant as a way to boost gasoline sales. The very first location opened on September 19, 1969, near Interstate 40 in Lebanon, Tennessee. The concept was inspired by the traditional country stores of his childhood, which served as community gathering spots. The name “Cracker Barrel” itself comes from the barrels of soda crackers found in these old stores—a place where people would gather and chat, much like a modern-day office water cooler.
Initially, Cracker Barrel locations were built with on-site gas pumps. However, during the gasoline shortages of the 1970s, the company began building locations without them, focusing entirely on the restaurant and retail experience. The business model proved to be successful, and Cracker Barrel became a publicly traded company in 1981, allowing for rapid expansion.
The CEO and Recent Changes
The current President and CEO of Cracker Barrel is Julie Felss Masino. She was appointed to the role in July 2023, officially starting on November 1, 2023. Masino has a long history in the restaurant and retail industry, with previous leadership roles at major companies like Taco Bell and Starbucks.
Under her leadership, Cracker Barrel has recently undergone a brand refresh, which includes a new logo. The change has sparked significant public discussion, as the new logo removed the iconic man and barrel image that had been in use since 1977. While the company stated the change was meant to appeal to a broader, modern audience, the decision has drawn criticism from some long-time customers.
Why the Change?
The rebrand is part of a broader $700 million modernization push, including revamped interiors, updated menus, and a new campaign dubbed “All the More”.
CEO Julie Felss Masino, who took the helm in late 2023, says the goal is to make Cracker Barrel feel “relevant for today and for tomorrow” while preserving what customers love.
Public Reaction & Backlash
Conservative critics—notably Donald Trump Jr.—lambasted the redesign as “woke” and an assault on Americana. Trump Jr. posted: “WTF is wrong with @CrackerBarrel??!”.
Other conservative voices like Matt Walsh and Rep. Byron Donalds (a former Cracker Barrel employee) also joined the criticism.
Branding experts and long-time fans have slammed the change as “sterile,” “soulless,” and devoid of nostalgia.
A former long-time Cracker Barrel employee called it “brand suicide,” warning the redesign erodes the chain’s core identity.
In public interviews, customers lamented the loss of heritage. One Pensacola veteran said the change “takes away from heritage,” while others compared the outcome to Bud Light’s divisive rebranding episode.
Rival chain Steak ’n Shake used the moment to emphasize its own tradition, mocking the move.
On the flip side, mainstream media hosts like MSNBC’s Jonathan Capehart dismissed the backlash as overblown, even calling it “manufactured BS,” likening it to previous culture-war overreactions.
Market Impact: Stock and Valuation
Shares plunged sharply—intraday drops reached up to ~15%; the stock ended the day around –7%.
This translated to a loss of nearly $100 million in market value.
Analysts pointed to high short interest (23% of shares) and sluggish same-store sales as signs of broader investor skepticism beyond the logo redesign.
Still, Cracker Barrel’s stock remains up 3.7% year-to-date, and 34.1% over the past 12 months.
Summary at a Glance
| Aspect | Key Points |
|---|---|
| Logo Change | Removed iconic mascot; adopted text-only version |
| Objective | Modernize brand, facelift interiors, new campaign |
| Reaction | Backlash from conservatives and nostalgic fans |
| Market Impact | Stock slumped, wiping out ~$100M in value |
| Company Defense | CEO says core values and “Uncle Herschel” remain; feedback overall positive |
Bottom Line
Cracker Barrel’s rebranding—stripping away a beloved symbol in favor of a streamlined image—has ignited a culture-war backlash, calling into question brand identity and corporate messaging. The consequences were felt quickly: social media outrage, a harsh selloff in stock, and heated debate on what authenticity means for legacy brands in a changing market.
