Image Credit: Cracker Barrel & Ildar Sagdejev / CC
Tennessee Conservative News [By Paula Gomes] –
Cracker Barrel CEO Julie Masino is stepping down and while no official reason has been given for her departure, the change in leadership comes after months of backlash for her rebranding efforts that took the company away from its roots, steering it toward a more “relevant” and woke image.
Taking her place is Bloomin’ Brands CEO David Deno who will be heading up the beleaguered restaurant chain starting next month with Masino remaining in an advisory role until the beginning of October.
Masino took the helm at Cracker Barrel in 2023, having previously served as president of Taco Bell’s international operations. In that role, she oversaw expansion globally as well as developing the company’s brand. Once at Cracker Barrel, Masino made it known that the company wasn’t attracting younger patrons and that the chain’s image needed modernizing.
Under Masino’s direction, Cracker Barrel changed its logo, ditching the old-timer dressed in overalls known as “Uncle Herschel” as well as the tagline “Old Country Store” in favor of a generic design with no personality.
This change came on the heels of the remodeling of a handful of the 658 Cracker Barrel restaurants across the United States. The makeover of the cozy, vintage interior, part of Cracker Barrel’s charm, to a “Millenial Farmhouse” style was praised mostly by employees. The updates did not find favor with longtime customers.
Despite criticism, Masino insisted that the changes were exactly what customers wanted but chatter across various social media platforms said otherwise. Restaurant patrons from the town where the company got its start overwhelmingly said that the real problem that needed fixing was the quality of the food which they reported to be less tasty than in years gone by.
Founded in 1969 by Dan Evins, Cracker Barrel’s design was inspired by traditional small-town stores reminiscent of his growing-up years. Named for the barrels of soda crackers once found in early 20th century country stores across the south, the part restaurant, part gift shop concept of Cracker Barrel embodied neighborliness, and old-fashioned comfort food found in the kitchens of southern grandmothers.
The first location was built on the Gallatin Highway 109 exit, near I-40, in Lebanon, Tennessee.
In the wake of its simplified logo release, the corporation threw a party for TikTok influencers in New York City while Cracker Barrel stock plunged, shedding almost $100 million in market value.
Not long after President Donald Trump weighed in on the disastrous logo change, the company opted to reinstate their old logo, drawing praise from the president.
Plans for remodeling more locations were also ditched with Cracker Barrel thanking customers for their feedback.
The company’s stock has since recovered, in part due to Masino focusing on the menu. New Southern-inspired dishes were added, as well as value meals. Masino also rehired a former executive who had overseen menu strategy in the past.
Additional sources:
About the Author: Paula Gomes is a Tennessee resident and reporter for The Tennessee Conservative. You can reach Paula at paula@tennesseeconservativenews.com.
One Response
Guess she learned that folks don’t like change from the old familiar and all that needed improved was the food.