Cracker Barrel’s CEO, Julie Masino, shared her feelings of being “fired by America” following an extensive backlash over the restaurant chain’s recent redesign. In an interview with Glenn Beck on September 28, 2023, Masino discussed the tumultuous response from customers after the iconic Southern-style restaurant altered its logo and dining experience earlier this year.
In August, the company faced significant criticism after unveiling a new logo that replaced the beloved image of “Uncle Herschel” resting on a barrel. Alongside Doug Hisel, Senior Vice President of Store Operations, Masino expressed her surprise at the intensity of the negative feedback. She noted that the intent behind the changes was to enhance customer comfort and experience, not to completely overhaul the brand’s identity.
“I think a lot of people think that Doug and me and other people sit around, are like, ‘Let’s remodel Cracker Barrel,'” Masino stated. “Nothing could be further from the truth.” She emphasized that customer feedback indicated a desire for a more inviting atmosphere, prompting their adjustments.
Despite initial confidence in the redesign, customer outrage led to a shift in strategy. Cracker Barrel’s leadership had initially described the backlash as stemming from a “vocal minority.” However, by September, the company announced plans to revert to its previous logo and restore elements of the old dining experience.
Masino acknowledged the disconnect between the company’s intentions and customer reception. “We’re sorry that that’s what people feel,” she said. “It hurts me because I don’t want people to be mad at Cracker Barrel.” Her comments indicate a commitment to addressing customer concerns and reinforcing the brand’s connection to its loyal patrons.
The redesign aimed to modernize the dining experience, but Masino admitted they “missed the mark” in their execution. She reiterated that the goal was to invite new customers while maintaining the charm that has long defined Cracker Barrel. “Our job is to make people love Cracker Barrel the way that our guests do, right?” she said.
Reflecting on the brand’s identity, Masino remarked, “This is a humble brand with humble beginnings here in the center of this great country.” She noted that unlike other establishments that emphasize corporate storytelling through decor, Cracker Barrel’s essence lies in its connection to American culture and community.
As the company navigates the aftermath of the redesign, Masino’s leadership and responsiveness to customer feedback will be crucial in restoring trust among its patrons. Cracker Barrel’s journey to balance modernization with tradition is ongoing, and its management remains focused on ensuring that the restaurant continues to resonate with its loyal customer base.
