Cracker Barrel CEO Julie Felss Masino steps down after ‘woke’ rebrand sparked backlash from customers — and even Trump

Key Points:

• Cracker Barrel CEO Julie Felss Masino is stepping down after less than three years, following the failure of a controversial rebrand that removed the chain’s mascot Uncle Herschel and modernized its decor, which sparked backlash from loyal customers and political figures.
• David Deno, former CEO of Bloomin’ Brands, will replace Masino on August 10, with Masino remaining as an advisor until October 9 to ensure a smooth transition.
• The rebrand led to a significant sales decline and a stock plunge, but after Cracker Barrel reversed the changes and embraced its traditional folksy image, shares have rebounded by 100% this year.
• Analysts expressed surprise at Masino’s departure given recent positive company announcements, but noted ongoing challenges in attracting younger customers, as the brand remains heavily reliant on an older demographic.
• The rebrand controversy included public criticism from President Trump and a shareholder campaign against the company’s diversity executive, highlighting deep customer resistance to the modernization efforts.