Cracker Barrel CEO Says She Felt ‘Fired by America’ After Modern Redesign Flops

Cracker Barrel CEO Julie Masino said she felt like she was “fired by America” after the restaurant chain’s short-lived attempt to modernize its iconic rustic branding drew a tidal wave of backlash from longtime customers and even President Donald Trump.

In an interview with Glenn Beck, Masino reflected on the storm of criticism that erupted after Cracker Barrel swapped out its “Uncle Herschel” logo for bland, corporate-style lettering and began rolling out minimalist redesigns of its traditionally cozy, Americana-style interiors.

“This is probably very unfair to ask you. Were you surprised you weren’t fired?” Beck asked.

“Um, I feel like I’ve been fired by America,” Masino responded, acknowledging the nationwide customer revolt.

The backlash reached such a fever pitch that Cracker Barrel scrapped the redesigns entirely just weeks after debuting them. Masino and Senior Vice President of Store Operations Doug Hisel told Beck that their intention was never to erase Cracker Barrel’s charm but to address some basic concerns, like lighting and menu readability.

“When we were talking to our guests, they said, ‘Stores could be a little more comfortable. They’re real dark. I can’t read the menu,’” Masino said, admitting the redesign efforts ultimately “missed the mark.”

At one point, Cracker Barrel executives tried to downplay the uproar, suggesting it was being driven by a “vocal minority.” But by September, they fully reversed course, halting the modern rebranding campaign and recommitting to the company’s original look and feel.

Masino said the goal was to “help people love this brand,” not alienate its core customers. “Our job is to make people love Cracker Barrel the way that our guests do,” she said. “Even trying to invite new people in, it was always about how do we show them the magic that is Cracker Barrel.”

President Trump chimed in during the height of the backlash, encouraging the company to restore its classic branding and congratulating the chain when it finally did. His support added political weight to what had become a cultural flashpoint for Americans wary of corporations scrubbing away tradition.

Cracker Barrel has long been viewed as a symbol of heartland America, and Masino closed by acknowledging what sets the brand apart from trend-driven chains.

“This is a humble brand with humble beginnings here in the center of this great country,” she said. “Other brands… when you look around, they’re telling you about the ingredients, about their founding. We don’t do that here at Cracker Barrel… This is America’s story.”

For now, America’s story—and Cracker Barrel’s—looks a lot more like it used to.