Cracker Barrel CEO Reverses Logo Redesign After Customer Backlash, $94M Daily Loss

Cracker Barrel CEO Julie Felss Masino clarified that the restaurant chain's controversial logo redesign was motivated by a desire to improve legibility on highway billboards and digital platforms, not by any ideological agenda. The simplified logo, which removed the iconic figure "Uncle Herschel," sparked intense backlash from conservative customers and political figures including President Donald Trump, leading to a sharp decline in sales and a 16% drop in share value. Following widespread criticism, Cracker Barrel quickly reversed the redesign and reinstated the classic logo, acknowledging the deep customer attachment to its nostalgic imagery. Masino emphasized that the rebranding attempt was part of a long-term strategy to modernize and attract younger guests while preserving the brand's heritage. In response to the controversy, Cracker Barrel also removed Pride and Diversity, Equity, and Inclusion (DEI) content from its website, signaling a shift away from previously promoted diversity initiatives. The episode highlights how corporate branding changes can become flashpoints in America's cultural divides, especially for brands with strong conservative customer bases.