Cracker Barrel Faces Uncertain Future as New CEO’s Rebranding Sparks Outcry and Stock Plunge

Between GA:     Cracker Barrel Old Country Store, the longtime favorite for Southern comfort food and nostalgia, is now at the heart of a major corporate storm. The restaurant chain’s bid to reinvent itself under the leadership of new CEO Julie Felss Masino has set off a wave of customer outrage, investor concern, and a dramatic drop in its stock price.

     Julie Felss Masino, who took the helm in late 2023, launched an ambitious $700 million rebranding campaign. This overhaul included sweeping changes to the chain’s familiar country-themed interiors and, most controversially, a complete revamp of the Cracker Barrel logo. The iconic image of the overall-wearing “old-timer” that once welcomed guests across the country was replaced by a minimalist brown-and-gold text logo—a move intended to give the brand a modern, streamlined look.

     Masino, prior to joining Cracker Barrel, held senior positions at Taco Bell and Mattel. She has defended the rebranding, saying the changes are vital to keeping the company relevant and drawing in new, younger customers. According to Masino, feedback on the changes has been positive, and she emphasized the chain’s efforts to preserve its famed Southern hospitality through new menu items and fresh marketing.

     Yet the reaction outside the boardroom has been anything but positive. After the logo’s public debut on August 20, 2025, Cracker Barrel’s stock plummeted up to 15 percent, wiping out nearly $100 million in value. Trading volume surged as anxious investors rushed to sell, and the share price bottomed out before finding only a minor recovery. Meanwhile, longtime customers and social media personalities—including Donald Trump Jr.—blasted the brand for abandoning its roots, calling the new logo generic and accusing company leadership of turning away from what made Cracker Barrel special.

     Despite intense debate and negative headlines, the company is not currently going out of business. Recent financial reports reflect four consecutive quarters of growth, though analysts warn that the current backlash could threaten future earnings if alienated customers do not return. The pressure will be on Masino and her team to convince stakeholders that the new direction won’t lead to lasting decline.

     The controversy is particularly acute in the rural towns and cities where Cracker Barrel is a beloved gathering spot and cultural staple. For many in these communities, the logo change and broader overhaul feel like a personal loss. Rival chains have even chimed in to mock Cracker Barrel’s decision, seizing the opportunity to remind people of the value of tradition.

    As the dust settles, all eyes remain on Cracker Barrel’s leadership to see whether their gamble on modernity will pay off—or become a cautionary tale in balancing innovation with tradition.