Woke Cracker Barrel CEO Sparks Uproar After Changing the Company’s Iconic 47-Year-Old Logo
Cracker Barrel has updated its iconic logo for the first time in nearly five decades, prompting a wave of reactions across social media.
As reported by Yahoo, the restaurant chain announced Tuesday that it has retired its original logo — which featured the company name alongside an image of a man sitting beside a barrel — in favor of a more simplified design that includes only the name “Cracker Barrel.”
CEO Julie Felss Masino, who took over leadership of the company following the summer of 2023, defended the change during an interview with Good Morning America.
“Honestly, the feedback’s been overwhelmingly positive that people like what we’re doing,” Masino said. “Cracker Barrel needs to feel like the Cracker Barrel for today and for tomorrow — the things that you love are still there. We need people to choose us, and we want people to choose us.”
The logo redesign is part of a broader $700 million rebranding initiative aimed at modernizing the brand. Under Masino’s leadership, Cracker Barrel has pursued several changes to its image and offerings, including sponsorship of Nashville Pride in 2023 and partnerships with LGBTQ organizations. The company has also introduced new menu items — including beer — and made changes to its in-store music selection.
These shifts have drawn both support and criticism, with some online commenters expressing dissatisfaction with the direction of the brand and accusing it of straying from its traditional roots. Others have welcomed the updates as a sign of progress and inclusivity.
The company’s diversity, equity, and inclusion (DEI) efforts have also been a point of public discussion, reflecting broader national debates within the food and hospitality industry.
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