Cracker Barrel CEO Julie Masino is stepping down, the restaurant chain announced Monday, nearly a year after the company faced a political firestorm over proposed modernizations to its branding. The move marks the latest corporate fallout from social media-fueled backlash against brands accused of appealing to certain political ideals.
Logo Controversy and Trump Response
Critics on social media denounced the Tennessee-based rustic restaurant chain as “woke” and “sterile and soulless” after it unveiled an updated logo last August that removed Uncle Herschel, the overall-clad man leaning against a barrel in the original logo. Former President Donald Trump weighed in, posting “WTF is wrong with Cracker Barrel?!” and demanding the company “admit a mistake.” The company quickly reverted to its old logo after the backlash exploded.
Masino, who served as CEO since 2023, told conservative commentator Glenn Beck in December that she felt “fired by America” after the controversy. The chain’s stock dropped nearly 3% following the announcement of her departure.
Transition and New Leadership
New CEO David Deno will take over on August 10, with Masino remaining until October to assist with the transition. “Cracker Barrel is a truly iconic American brand, defined by its unique combination of warm country hospitality, timeless appeal, and deep connection with guests across generations,” Deno said in a statement.
Broader Trend of Political Boycotts
The Harris Poll found last year that a quarter of Americans have changed their shopping habits to align with their morals, with 50% of Democrats and 41% of Republicans reporting they stopped shopping at stores opposing their political views. Some companies have felt financial strain from such calls to action. In 2023, after Target announced a Pride month collection and Bud Light aired an advertisement with a transgender influencer, both companies reported sales declines. Conversely, Target was dropped as a sponsor from Minneapolis’s annual Pride festival after ending its diversity, equity, and inclusion policies.
Not all boycotts have succeeded. Christopher Nolan’s The Odyssey saw strong global box office results despite criticism from Elon Musk and others over a perceived “woke” agenda.
Cracker Barrel’s Discrimination History
Cracker Barrel has a history of discriminatory treatment. In 1991, the chain blocked hiring of LGBTQ+ workers and dismissed 11 staff members, later backing down. In 2004, it paid $8.7 million to settle discrimination allegations from Black customers denied service and Black employees who received more “back of house” assignments than white counterparts.
