Cracker Barrel shares jump 7% after logo reversal – Business News
Cracker Barrel shares soared 7% on Wednesday after the Southern eating chain vowed to kill its controversial logo redesign – however prospects are nonetheless demanding the CEO who led the “woke” turnaround be fired.
“Until you fire the CEO and anybody else that’s on the left, I will not return,” one buyer wrote in a post on X.
Another jabbed: “Cracker Barrel’s new logo isn’t an accident – it’s CEO Julie Felss Masino’s project. She scrapped a beloved American aesthetic and replaced it with sterile, soulless branding.”
Outraged prospects are calling for Cracker Barrel CEO Julie Felss Masino to resign or be fired. FOX News
Dozens of social media posts known as for Masino – who took over the chain in July 2023 and spearheaded the rebranding – to resign after Cracker Barrel reversed course on its logo change.
“We thank our guests for sharing your voices and love for Cracker Barrel,” the company mentioned late Tuesday.
“We said we would listen, and we have. Our new logo is going away and our ‘old timer’ will remain.”
Like this remark for those who assume the CEO of Cracker Barrel ought to be fired and they need to SCRAP any redesign efforts.— Gunther Eagleman™ (@GuntherEagleman) August 26, 2025
Fans had bashed the company for erasing beloved folksy farmer Uncle Herschel from the logo and ditching old-timey restaurant decor in favor of white paint – inflicting Cracker Barrel to shed $100 million in market worth final week.
Even President Trump weighed in, demanding in a Truth Social post that Cracker Barrel “go back to the old logo, admit a mistake based on customer response (the ultimate Poll), and manage the company better than ever before.”
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Despite the logo reversal, prospects are holding a grudge towards Masino.
Nearly 60,000 customers on X favored a post that learn: “Like this comment if you think the CEO of Cracker Barrel should be fired.”
Masino and her board of administrators allegedly missed an alternative to keep away from the fervent backlash.
They dismissed at the least 4 warnings from Sardar Biglari, a high investor, that the rebranding was “obvious folly” earlier than pushing ahead with the reworked shops and new logo, in response to a Fox Business report.
Biglari, who serves as chief government of Steak ‘n’ Shake, mocked Cracker Barrel this week by posting pictures of crimson MAGA-style hats on X.
Shares in Cracker Barrel soared on Wednesday after the company reversed course on its logo change. Clint Brewer Photography / BACKGRID
One learn “Fire Cracker Barrel CEO,” whereas one other declared: “Biglari was right about everything.”
It appeared the CEO – who beforehand held high positions at Taco Bell and Mattel – believed the backlash would ultimately blow over.
“People’s immediate reaction to things is like, ‘Oh this isn’t the way it was,’” however they have a tendency to come back round, Masino mentioned during a Wall Street Journal Global Food Forum in June.
The company initially introduced its plans to modernize eating places final summer time, after Masino admitted the chain is “just not as relevant” because it was once.
