From Fox Business: Cracker Barrel CEO Julie Felss Masino told an investing conference on Tuesday that the company updated its logo so that it was more visible on highway billboards.
She noted that the move wasn’t meant to be ideological, according to The Wall Street Journal.
“Part of this transformation is setting up success for the long term,” Masino said during the 13D Monitor Active-Passive Investor Summit in New York City on Tuesday.
Those plans quickly came to a halt after public outcry forced the company to reverse the move.
Cracker Barrel introduced their new logo in mid-August, but longtime customers were furious that the beloved “Uncle Herschel” figure was removed from the sign.
The public backlash was so fierce, and the stock took such a hit, that the company had to back down just a week later and abandoned their plans to “modernize” their brand.
“We thank our guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have. Our new logo is going away and our “Old Timer” will remain,” the restaurant chain announced on August 26.
We thank our guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have. Our new logo is going away and our “Old Timer” will remain.
At Cracker Barrel, it’s always been – and always will be – about serving up delicious food, warm… pic.twitter.com/C32QMLOeq0
— Cracker Barrel (@CrackerBarrel) August 26, 2025
Cracker Barrel also abandoned plans to remodel their restaurants, and ditched the consulting firm they had hired who were promoting woke DEI initiatives and LGBTQ policies.
Cracker Barrel CEO breaks silence on logo U-turn https://t.co/vT46mieuG0
— FOX Business (@FoxBusiness) October 21, 2025
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