Julie Masino on brand identity
From Cracker Barrel CEO Finally Addresses ‘Woke’ Rebrand Controversy | The Glenn Beck Podcast | Ep 275 · · Glenn Beck and BlazeTV
“The day we rolled that, we brought Uncle Hersel's menu item back to the menu, which our guests have been asking for for like 10 years. It was just so unfortunate that we, it, it, but I get it. Like what we didn't see in the data, again, it was one piece of what we were doing, but what we didn't see in the data was that the way people see themselves in the logo. So when the old-timer and when the barrel were gone, it was like we had taken them out of it and that we weren't valuing what they valued. And we've heard that loud and clear since we did that. And I'm, I'm sorry. Like I, I really regret that. That was not the intention.”
On , Julie Masino, President, Chief Executive Officer & Director at CRACKER BARREL OLD CTRY STOR, spoke about brand identity during Cracker Barrel CEO Finally Addresses ‘Woke’ Rebrand Controversy | The Glenn Beck Podcast | Ep 275 on Glenn Beck and BlazeTV.
About Julie Masino
Julie Masino, President and CEO of Cracker Barrel, has been addressing the company’s 2025 rebranding controversy, which involved a new logo that removed the "old-timer" character and the word "Cracker Barrel." In a November 2025 podcast interview, Masino stated that the company "messed up" and that the intent was "not ideological." She said the old-timer was "never going to be removed" and that the company "pivoted quickly" to revert to the original logo. Masino said she felt she had been "fired by America" due to the backlash, and expressed regret, stating, "I don't want people to be mad at us." On earnings calls and in media appearances throughout 2025, Masino has discussed the company's financial performance and transformation plan. She reported four consecutive quarters of positive comparable store restaurant sales and noted that the company raised its guidance despite a $5 million hit from tariffs. Masino described fiscal 2025 as an "investment year" focused on a three-year strategic plan, including back-of-house process simplification, menu testing, and store remodels. She highlighted the launch of a loyalty program that had acquired 8 million members and the introduction of "Front Porch Feedback" for direct guest comments. Masino also stated that the company was "well-positioned" in a tough macroeconomic environment and that its "plan is working."