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Cracker Barrel CEO out on heels of failed rebrand that removed Uncle Herschel logo, infuriated customers
By Brian Flood
Published July 27, 2026
Cracker Barrel announced on Monday that CEO Julie Masino will step down roughly one year after a disastrous attempt to modernize the company infuriated customers and forced a stunning about-face.
Last summer, the Cracker Barrel restaurant chain famously changed its logo and store interiors while removing the "Old Timer" dubbed "Uncle Herschel" from its branding. The rebrand was part of a $700 million overhaul across the company's 660-plus restaurants, which also included a revamped menu.
Uncle Herschel, who depicted a traditional Southern general store personality, was replaced by a minimalist redesign that dropped the character. The chain’s iconic decorative knickknacks were also scaled down.
But the changes didn’t go over well, and the brand was vilified on social media, with longtime customers arguing the company was abandoning the nostalgic look that had defined the brand for decades. Conservatives accused the restaurant chain of going "woke," and many longtime customers insisted they wouldn’t return.
CRACKER BARREL CEO JULIE MASINO TO STEP DOWN
Cracker Barrel restaurant chain changed its logo and store interiors while removing the "Old Timer" dubbed "Uncle Herschel" from its signs in 2025 during a short-lived rebrand. (Richard Beetham for Fox News Digital)
The controversial attempt to modernize resulted in Cracker Barrel being compared to other brands that have irked conservatives in recent memory, such as Bud Light and Target.
The company reversed course amid widespread outrage, with Masino explaining that the effort missed the mark and stemmed from an effort to improve the guest experience at its locations.
Cracker Barrel shared a social media post that included a 32-second video of the "Old Timer" sign being restored and the decorations on the wall inside one of its remodeled restaurants being removed.
The ordeal generated so much attention that President Donald Trump even chimed in, first urging Cracker Barrel on social media to bring back the original logo and then congratulating the restaurant for listening.
CRACKER BARREL SALES, TRAFFIC CONTINUE TO SLUMP MONTHS AFTER FAILED REBRAND
Workers take down the new Cracker Barrel sign and replace it with the "Old Timer" logo in Smyrna, Tennessee, location. (Cracker Barrel)
Less than a year after the about-face, Masino is set to exit the company. She will remain with Cracker Barrel in an advisory capacity until Oct. 9. David Deno has been named as her replacement.
Cracker Barrel's announcement of the leadership turnover also included a statement from Deno, who said the chain is a "truly iconic American brand, defined by its unique combination of warm country hospitality, timeless appeal, and deep connection with guests across generations."
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Fox News Digital’s Sophia Compton, Eric Revell and Peter Burke contributed to this report.
https://www.foxnews.com/media/cracker-barrel-ceo-out-heels-failed-rebrand-removed-uncle-herschel-logo