One of America’s most recognizable companies is discovering what happens when corporate executives try to swap tradition for trendy politics.
Cracker Barrel CEO Julie Felss Masino has overseen a rebrand that scrapped the company’s classic logo — the familiar image of a working man leaning on a wooden barrel — in favor of a stripped-down design meant to look more “inclusive” and modern. Instead of uniting customers, the change has sparked a firestorm online.
To many Americans, the logo wasn’t just a picture. It symbolized the roots of rural America, the values of hard work, and a connection to simpler times. Replacing it with what critics are calling “generic millennial branding” felt less like an update and more like an erasure.
The timing couldn’t be worse. Under President Donald Trump’s leadership, voters have already sent a message that they are finished with being force-fed left-wing cultural experiments — whether under the banner of “diversity, equity, and inclusion” or other initiatives designed to rewrite tradition. Yet Masino seems determined to ignore that reality and push a vision of corporate America that doesn’t align with her customers.
And the backlash is already hitting the bottom line. After unveiling the rebrand, Cracker Barrel’s stock nosedived more than 14% in a single day, wiping out millions in value and raising questions about whether this gamble could permanently damage one of the country’s most iconic chains.
Watch the video here to hear the CEO explain the changes — and why many longtime customers feel she’s steering the company in the wrong direction:
For decades, Cracker Barrel stood as a cultural staple — a place where the branding and the experience reflected the values of the people who filled its restaurants. With one decision, Masino has not only alienated that base but also triggered a financial backlash that proves the old warning still holds: when companies go woke, they often go broke.