Ep 275 | Cracker Barrel CEO Finally Addresses ‘Woke’ Rebrand Controversy | The Glenn Beck Podcast

Nov 22, 2025

Julie Masino, CEO of Cracker Barrel, shares the fallout from the chain's controversial rebrand and her heartfelt apology to customers. She discusses the unfortunate backlash against the minimalist logo and how it impacted the company's stock. Doug Hisel, SVP of Store Operations, reveals the operational struggles post-COVID, detailing staffing challenges that forced decisions on menu changes and remodels. Both officials emphasize a renewed focus on food quality and service, promising to regain customer trust after the 'Bud Light moment' crisis.

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INSIGHT

Brand Identity Triggers Strong Emotions

Cracker Barrel's 2025 logo change triggered deep emotional backlash because customers saw the old logo as part of their identity.
Julie Masino says the intent was simplification for digital use, not to erase traditions.

ANECDOTE

Post‑COVID Staffing Lost Institutional Knowledge

Doug Hisel describes post-COVID staffing losses that removed institutional knowledge and strained operations.
He says the company was "throwing Velcro balls at a wall" to see what would bring guests back.

INSIGHT

Menu First Created Kitchen Execution Problems

Cracker Barrel prioritized menu changes before kitchen capability, which increased complexity and hurt execution.
That misorder contributed to degraded food quality and service breakdowns.

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“I feel like I’ve been fired by America,” says Cracker Barrel CEO Julie Masino in a vulnerable tell-all that goes behind the scenes into the explosive Cracker Barrel rebrand, which Glenn describes as “stupid from start to finish.” In August 2025, Cracker Barrel unveiled a minimal new logo with modern fonts, cozy colors ... but no nice old man and no BARREL for him to lean on. But it wasn’t just the logo; the restaurant chain was also getting a “modern” remodel. In short: We hated it. Social media erupted with brutal reviews, calling it “minimalist,” “soulless,” and “downright ugly.” Cracker Barrel stock tanked, its attempt to tamp down the pushback backfired, and it looked like this was the company's “Bud Light moment.” But then, Cracker Barrel surprised us. Its leaders listened. Within weeks, they scrapped the new logo, reinstated the original, and hit pause on every remodel. “COVID even made Cracker Barrel start drinking,” says Doug Hisel, senior vice president of store operations, as he takes Glenn behind the scenes as to what REALLY led to moment that brought Cracker Barrel to its knees. In Julie’s first interview since her time on “Good Morning America,” when she said the response to the new logo “was overwhelmingly positive,” she is here to say to America: “I’m sorry ... I regret it.” Now the question is: Will America forgive her?

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