Cracker Barrel CEO feels 'fired by America,’ but shareholders voted to keep her. What $100M gaffe meant to customers

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Julie Masino thought she was saving Cracker Barrel. Instead, she nearly destroyed it.

The CEO, who came from Taco Bell and Starbucks with a reputation as an innovator, sat down with podcaster Glenn Beck on Nov. 20 and admitted what many executives won't: "I feel like I've been fired by America (1)."

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Beck's response was blunt: "That's probably worse."

Masino was brought in to modernize the 660-location chain and attract younger diners. She updated the menu with items like Hashbrown Casserole Shepherd's Pie and started remodeling the dark, antique-filled restaurants with lighter walls and more comfortable seating.

Then, in August 2025, she made the decision that would haunt her: simplifying Cracker Barrel's logo.

The backlash was swift and brutal.

Customers said 'absolutely not'

The new logo removed the chain's longtime mascot, an overall-clad man leaning on a barrel, and dropped the words “Old Country Store.” Fans who had grown up with Cracker Barrel's rustic Americana aesthetic flooded social media, calling the redesign bland and accusing the company of abandoning its roots. Even President Donald Trump weighed in on the controversy.

"Our values, our traditions: that's what Cracker Barrel represents to us," Masino told Beck, her voice full of regret. "The story of America is on the walls. And they thought … we were saying that we didn’t care about that, and that was not the intent." The company had tested the new design in only four out of 660 locations. The damage was done.

Within a week, Cracker Barrel (NYSE:CBRL) reversed course and brought back the old logo.The company’s stocktook major dive, at one point falling by $94 million in a single day. By early September, the company suspended all restaurant remodels and posted a message on its website titled "We Hear You (2)."

"Your Old Country Store is Here to Stay," the announcement declared. "We heard clearly that the modern remodel design does not reflect what you love about Cracker Barrel."

But apologies don't pay the bills.

Read More: Are you richer than you think? 5 clear signs you’re punching way above the average American

The real cost of getting it wrong

In the wake of the dust-up, Cracker Barrel warned that store traffic would likely drop between 7% and 8% in its fiscal first quarter. For the full 2026 fiscal year, the company projected declines of 4% to 7% (the company will report first quarter results on Dec. 9).

Cracker Barrel's shares have tumbled 46% from the start of 2025, closing at $28.16 per share on Nov. 26.

That's not just a bad quarter. That's the kind of damage that takes years to recover from, if recovery is even possible.

Activist investor Sardar Biglari, who owns 3% of Cracker Barrel's shares through his company Biglari Holdings, launched a campaign to oust both Masino and board director Gilbert Davila, who had reviewed the company's advertising.

"Our campaign is about saving Cracker Barrel from a board and management team that are out of touch with Cracker Barrel's customer base," Biglari wrote in a letter to investors (3).

On Nov. 20, shareholders voted. Davila resigned after preliminary results showed he'd been rejected. But Masino survived. Barely.

"I'm so sorry for the misunderstanding. I regret it. I don't want people to be mad at us," she said during her interview with Beck, apologizing profusely on behalf of the brand.

What this means for your money

Corporate rebrands gone wrong aren't just embarrassing; they're expensive. And when you're a shareholder, you pay the price. Here's what consumers and investors should watch for:

• Know what you own. If you invest in a company, understand what makes it valuable to customers. Cracker Barrel's appeal was never about being modern or sleek. It was about nostalgia, comfort and tradition. When management loses sight of that, your investment suffers.

• Watch for warning signs. Masino came from Taco Bell and Starbucks - brands that thrive on innovation and constant change. But not every playbook works everywhere. Ron Johnson, the former Apple (NASDAQ:APPL) retail chief hired to save JCPenney in 2011, made the same mistake. He tried to eliminate the discount culture that JCPenney customers loved, calling coupons ‘drugs’ they needed to be weaned off. Within 17 months, he was fired after same-store sales dropped 32% in a single quarter [4]. If a new executive's background doesn't align with the company's core identity, that's a red flag.

• Customer backlash matters. Social media outrage isn't always meaningful, but when it's paired with declining sales and plummeting stock prices, it's time to pay attention. In 2010, Gap (NYSE:GAP) spent $100 million on a logo redesign, replacing its iconic blue box with a minimalist design. Within six days, after 14,000 parody logos flooded the internet and customers stormed social media, Gap reversed course (5). Cracker Barrel learned this lesson the hard way — and Gap learned it twice as fast.

• Test before you leap. Cracker Barrel tested its new design in just four locations before facing a firestorm. That's not nearly enough data to justify a company-wide rollout. Coca-Cola (NYSE:KO) conducted 190,000 taste tests before launching New Coke in 1985, an example Beck was eager to cite in his sit-down with Masino. Yet, that product launch still failed catastrophically because they never asked how people would feel if the new formula replaced the old one (6). Within 79 days, Coke Classic was back on the shelves (7). Companies that rush major changes without adequate testing, or test the wrong things, are gambling with your money.

• Don't ignore the core customer. Masino wanted to attract younger diners, but she alienated the loyal base that kept Cracker Barrel alive for decades. The customers who eat there weekly, who stop on road trips, who bring their grandkids — those are the people who pay the bills. Lose them, and no amount of Hashbrown Casserole Shepherd's Pie will save you. Cracker Barrel's board said it remains”‘committed to returning the company to sales growth” and promised to stay "true to the heritage that makes Cracker Barrel so special (8)." But words are easy. Rebuilding trust and share prices takes years. For Masino, who told Beck that all she wanted was to "help people love this brand the way I love this brand," the road ahead won't be easy. She may have kept her job, but she's lost something far more valuable: the confidence of the people she was hired to serve. And in business, that's the one thing you can't rebrand your way out of.

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Article sources

We rely only on vetted sources and credible third-party reporting. For details, see our editorial ethics and guidelines. The Glenn Beck Podcast (1); Cracker Barrel (2); Fox Business (3); Time (4); The Branding Journal (5); History.com (6); Coca-Cola Co. (7); AP (8)

This article provides information only and should not be construed as advice. It is provided without warranty of any kind.