Cracker Barrel CEO Lays An Egg, Throws in Towel With Logo Change After Losing Almost $100 Million in Market Value
By Space Coast Daily // August 26, 2025
THE ‘Old Timer’ exposes Cracker Barrel CEO Julie Felss Masino as an amateur
Julie Felss Masino and her board of directors dismissed at least four warnings from a top investor, Sardar Biglari, who described the rebranding as “obvious folly,” according to filings with the Securities and Exchange Commission.
Cracker Barrel is scrapping its new logo after customer pushback and will restore its classic “Old Timer” emblem, the company announced Tuesday.
The Lebanon, Tennessee-based restaurant chain said it had listened to feedback from loyal diners and decided to walk back the rebranding that debuted last week.
“We said we would listen, and we have,” Cracker Barrel said in a statement.
“Our new logo is going away, and our ‘Old Timer’ will remain. At Cracker Barrel, it has always been about good food, warm welcomes, and the kind of country hospitality that feels like family.”
The reversal comes after intense criticism from fans and political figures, including President Donald Trump, who publicly urged the company to return to its familiar design. Deputy White House Chief of Staff Taylor Budowich also praised the move, saying the decision reflected customer sentiment.
Cracker Barrel’s brief logo update featured a text-only design that dropped the recognizable “Uncle Herschel” imagery introduced in 1977. The change was part of a larger modernization effort that also included the redesign of restaurant interiors.
Critics said the new look abandoned the rustic Americana feel that had long defined the chain.
The rollout triggered widespread backlash online, with some customers accusing the company of straying from its roots. The controversy also rattled investors, with Cracker Barrel losing more than $140 million in market value after the rebrand was unveiled.
Despite the uproar, the company noted that internal research suggested most respondents reacted positively to the change. Still, executives acknowledged they “could have done a better job” explaining the intent behind the redesign.
Cracker Barrel stressed that while the logo may change, its core principles remain the same: “hard work, family, and scratch-made meals served with care.”
Shares of Cracker Barrel (CBRL) rose more than 6% Tuesday following news of the reversal.
