Cracker Barrel CEO feels 'fired by America,’ but shareholders voted to keep her. What $100M gaffe meant to customers

Core Insights - The CEO of Cracker Barrel, Julie Masino, acknowledged her missteps in attempting to modernize the brand, stating she felt "fired by America" [1] - The decision to simplify the logo led to significant backlash from customers, who felt the changes abandoned the brand's traditional values [2][3] Brand Modernization Efforts - Masino aimed to attract younger diners by updating the menu and remodeling the restaurant interiors [1] - The new logo design removed the longstanding mascot and the phrase "Old Country Store," which upset loyal customers [3][4] Customer Backlash - The redesign was met with immediate and severe criticism on social media, with customers expressing that the changes were bland and a departure from the brand's roots [3][4] - The backlash was so intense that even public figures, including President Donald Trump, commented on the controversy [3] Company Response - Following the backlash, Cracker Barrel quickly reverted to the old logo, which resulted in a significant drop in stock value, losing $94 million in a single day [5] - The company announced a suspension of all restaurant remodels and issued a message affirming their commitment to the traditional brand identity [5] Financial Impact - Cracker Barrel projected a decline in store traffic of 7% to 8% for the fiscal first quarter and an overall decline of 4% to 7% for the full 2026 fiscal year [6]