Cracker Barrel said CEO Julie Felss Masino is stepping down after a rebranding push drew heavy criticism from the restaurant chain’s core customers. The company announced the leadership change Monday and said Masino will remain with the business in an advisory capacity.
The move follows fallout from a brand refresh introduced last year that was later reversed. Critics described the effort as a "woke" shift, and the response quickly became a broader debate about whether the company was moving away from the image that long-time diners expected.
According to the report, the backlash was strong enough to become a political talking point, with Donald Trump also weighing in. That added to the attention on Cracker Barrel’s strategy as the company tried to respond to complaints from loyal customers while protecting its brand.
Masino’s departure marks a significant moment for Cracker Barrel as it looks to stabilize leadership and rebuild trust after a failed rebrand. The company now faces the challenge of moving forward without reopening the controversy that surrounded the attempted makeover.
