The news cycle has moved well past the Cracker Barrel logo change scandal, but the CEO isn’t finished making excuses.
The disastrous attempt to bring the rustic restaurant chain’s logo into the modern age was met with across-the-board condemnation as fans and customers of the franchise rejected the new direction. While apologies were made, Cracker Barrel CEO Julie Felss Masino attempted to defend the massive flop at the 13D Monitor Active-Passive Investor Summit in New York to a curious investor.
“Part of this transformation is setting up success for the long term,” she reportedly said, claiming that the change was not “ideological,” but was meant to make the logo easier to read for those passing by their billboards on the interstate.
The company’s removal of “Uncle Herschel” from the logo sparked accusations that the CEO was bowing to a “woke” agenda, and the stock market dropped like a rock as customers vowed to never step foot in the store again. Ultimately, a minimalist logo and $700 million rebranding plan that aimed to pull in the younger crowd flopped, and the company pulled the plug on any future changes.
“In a September earnings call, Masino admitted the company underestimated the deep connection customers feel toward the company’s nostalgic imagery and promised to ‘lean into Uncle Herschel and the nostalgia around the brand,’” The New York Post reported.
X users had a lot to say:
If you believe this explanation, I have some ocean-front property in Nashville to sell you.
“Cracker Barrel CEO Julie Felss Masino told an investing conference on Tuesday that the company updated its logo so that it was more visible on highway billboards.
She noted that the move… pic.twitter.com/j8z8L3HIUb— Carol M. Swain, PhD (@carolmswain) October 21, 2025
I could tell a Cracker Barrel sign before I could read the text on the sign main from the shape of the sign making it almost instinctive with a glance that a Cracker Barrel was coming up
— Digger310 (@idiocracy310) October 22, 2025
If they could’ve just put a sign with the guy in the barrel, and everyone would’ve known what the restaurant was such a lame excuse
— DJ
(@djpohn) October 22, 2025
Pretty clear she never ate at a Cracker Barrel before she became CEO.
— A E McManus (@AileneEula98961) October 22, 2025
She’s not even a good liar
— USMC Lady Vet (@Arkypatriot) October 21, 2025
Everyone recognizes that old man for Cracker Barrel. They didn’t need to update anything.
— @gdubb72 (@gdubb72) October 22, 2025
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