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‘Fired by America’: Cracker Barrel CEO on Backlash That Halted Remodel and Logo Redesign

Cracker Barrel CEO Julie Masino said the backlash to a modern remodel and brief logo change made her feel 'fired by America.' The company tested the new design in 4 of about 660 locations, then suspended all remodels and issued a public apology. Shareholders voted on Nov. 20, 2025 to keep Masino as CEO, illustrating how customer sentiment can halt a major rebrand.

01:56 AM, 11/22/2025Culture
‘Fired by America’: Cracker Barrel CEO on Backlash That Halted Remodel and Logo Redesign

Cracker Barrel CEO Julie Masino said the intense public reaction to the chain's modern redesign left her shaken, telling an interviewer she felt 'fired by America.' The controversy centered on a remodeled interior and a temporary, text-only logo that many customers felt erased the brand's longtime Americana identity.

What Masino said

Speaking on a podcast, Masino described how the backlash affected her and the company. She said her intention was to help customers appreciate the brand the way its leaders and employees do, and emphasized that the changes were meant to 'simplify' the presentation—not to remove the brand's history or traditions.

'I feel like I've been fired by America,' Masino said. 'All I’ve wanted to do was help people love this brand the way I love this brand... I’m so sorry for the misunderstanding. I regret it. I don’t want people to be mad at us.'

Reaction and corporate response

The company first announced plans to 'evolve' its classic country-store look in May 2024. A remodeled interior revealed in August 2025 prompted a swift reaction online: some customers called the new look 'bland,' while others praised a cleaner, more modern aesthetic. The brief change to a text-only logo—omitting the familiar man-and-barrel graphic—intensified criticism and drew public comments from prominent figures.

In September 2025, Cracker Barrel posted a public message titled 'We Hear You' and announced that it would suspend all remodel efforts. The company said the modern design had been tested in only four of its roughly 660 locations and assured customers that 'Your Old Country Store is Here to Stay.'

Shareholder decision and larger takeaway

On Nov. 20, 2025, shareholders voted to retain Masino as CEO despite the controversy. The episode highlights how closely brand identity is tied to customer expectations and regional nostalgia, and how quickly companies may reverse course when a redesign clashes with core audience sentiment.

Bottom line: The controversy underscores the risk of altering long-established visual and cultural elements of a national brand. Cracker Barrel's swift reversal and public apology reflect a decision to prioritize customer sentiment and the chain's traditional identity.

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