CEO of Cracker Barrel evades inquiries following controversy over logo shift
Cracker Barrel CEO Unveils Modernized Logo, Faces Controversy
In a bold move to revitalize the struggling chain, Cracker Barrel's CEO, Julie Felss Masino, was spotted in Tennessee on Thursday. The CEO, dressed in a black shirt, dark gray pants, white sneakers, and a fanny pack, was seen leaving her home in the Green Hills neighborhood of Nashville, driving a gray Mercedes-Benz, and trailed by a security guard.
Masino, who joined Cracker Barrel as CEO in July 2023, launched a transformation project a year ago aimed at boosting sales and energizing the brand's customer base. The attempted logo rebrand was part of this effort.
Last week, the new Cracker Barrel logo was unveiled, marking the first time since 1977 that the logo would be text-only and without its long-standing "Old Timer" image. The "Old Timer", a man resting on a barrel, was a symbol deeply rooted in Cracker Barrel's history.
However, the rebranding was met with controversy. The company's market value plunged over $100 million in the wake of the change. Steak 'n Shake, another restaurant chain, criticized the move, stating that it takes pride in its history.
In response to the backlash, Cracker Barrel announced this week that it would drop the new logo and keep the "Old Timer" in place. Masino has been tight-lipped since the logo unveiling, ignoring requests for interviews from FOX Business.
Prior to leading Cracker Barrel, Masino had not publicly led any other companies; the available information confirms her position starting in 2023 as CEO of Cracker Barrel. Notably, Cracker Barrel acquired Maple Street Biscuit Company for $36 million in October 2019, and Masino was seen arriving at one of Maple Street Biscuit Company's corporate offices in Brentwood during her visit.
Before her stop at Maple Street Biscuit Company, Masino made a brief stop at a Starbucks in Nashville for breakfast. Despite the controversy surrounding the logo change, it remains to be seen how the modernization efforts will impact the future of Cracker Barrel.
