In August 2025, Cracker Barrel’s CEO, Julie Felss Masino, sparked outrage by changing the restaurant chain’s iconic logo.
The company, as part of an attempted $700 million rebrand, announced it was replacing its 47-year-old logo, which featured the restaurant’s name next to a man sitting in a chair and leaning on a barrel.
The new, woke rebrand removed the man and the barrel, leaving just the name. She also pushed for changing the eclectic interior, opting for something cold and sterile, and then claimed the public just loved the new logo and look.
Her decisions may have ultimately cost Masino her job.
On Monday, the company announced Masino is stepping down after less than three years in the position and will be replaced by David Deno.
The outrage was so widespread, even President Trump weighed in. He said, “Cracker Barrel should go back to the old logo, admit a mistake based on customer response (the ultimate Poll), and manage the company better than ever before,” Trump wrote on Truth Social. “They got a Billion Dollars worth of free publicity if they play their cards right. Very tricky to do, but a great opportunity. Have a major News Conference today.”
Cracker Barrel’s co-founder Tommy Lowe was not impressed with the changes and called the new logo “pitiful.”
Lowe sat down with Newschannel5’s Carrie Sharp and had some harsh words for the woke CEO trying to destroy the business he founded.