Cracker Barrel announced on Monday that CEO Julie Masino will step down roughly one year after a disastrous attempt to modernize the company infuriated customers and forced a stunning about-face. Last summer, the Cracker Barrel restaurant chain famously changed its logo and store interiors while removing the "Old Timer" dubbed "Uncle Herschel" from its branding. The rebrand was part of a $700 million overhaul across the company's 660-plus restaurants, which also included a revamped menu. Uncle Herschel, who depicted a traditional Southern general store personality, was replaced by a minimalist redesign that dropped the character.The chain’s iconic decorative knickknacks were also scaled down. But the changes didn’t go over well, and the brand was vilified on social media, with longtime customers arguing the company was abandoning the nostalgic look that had defined the brand for decades.
Conservatives accused the restaurant chain of going "woke," and many longtime customers insisted they wouldn’t return. CRACKER BARREL CEO JULIE MASINO TO STEP DOWNCracker Barrel restaurant chain changed its logo and store interiors while removing the "Old Timer" dubbed "Uncle Herschel" from its branding in 2025 during a short-lived rebrand. (Richard Beetham for Fox News Digital)The controversial attempt to modernize resulted in Cracker Barrel being compared to other brands that have irked conservatives in recent memory, such as Bud Light and Target. The company reversed course amid widespread outrage, with Masino explaining that the effort missed the mark and stemmed from an effort to improve the guest experience at its locations.Cracker Barrel shared a social media post that included a 32-second video of the "Old Timer" sign being restored and the decorations on the wall inside one of its remodeled restaurants being removed.The ordeal generated so much attention that President Donald Trump even chimed in, first urging Cracker Barrel on social media to bring back t...