Who is Julie Masino? Internet says Cracker Barrel CEO should 'face charges' amid controversial rebranding including logo change
Cracker Barrel goes through major rebranding
On August 18, 2025, Cracker Barrel kicked off its 'All the More' campaign, unveiling the first major update to its logo in nearly 50 years. The company retired its long-standing image of a man leaning on a barrel — a familiar sight since 1977 — and introduced a cleaner, text-only design that keeps the classic gold and brown colours. According to Cracker Barrel, the updated look still honours the brand's heritage, with executives saying it's 'rooted even more closely to the iconic barrel shape and word mark that started it all'.
But the rebrand goes beyond just the logo. Stores are getting a full refresh with brighter lighting, softer colours, and updated decor, all part of a $700 million modernisation push.
Chief Marketing Officer Sarah Moore reassured fans, saying, 'Our story hasn't changed. Our values haven't changed. With 'All the More', we're honouring our legacy while bringing fresh energy, thoughtful craftsmanship and heartfelt hospitality to our guests this fall.'
Why isn't the internet happy with this major change?
Cracker Barrel's recent rebranding has ignited a firestorm of criticism, where many long-time patrons express their dismay. The updated logo has been described by some as stripping away the "soul" of the establishment. One user poignantly remarked that the company didn't just lose its logo; it lost its soul.
The backlash has extended beyond social media, impacting the company's financial standing. Following the logo's unveiling, Cracker Barrel's stock price plummeted by over 12%, reflecting investor concerns about the rebranding's potential to alienate loyal customers and dilute the brand's identity.
Who is Julie Masino?
Julie Felss Masino is the current President and Chief Executive Officer of Cracker Barrel Old Country Store, Inc., having officially assumed the role on November 1, 2023. She was appointed CEO in July 2023, following a comprehensive succession planning process by the company's board of directors.
With over 30 years of experience in the restaurant and retail industries, Masino, 52, has held significant leadership positions at several renowned companies. Prior to joining Cracker Barrel, she served as President of Taco Bell's international operations from January 2020 to June 2023, and as President of North America from 2018 to 2019 .
Her tenure at Taco Bell was marked by the opening of over 800 new units globally. Before her time at Taco Bell, Masino held various leadership roles at Starbucks Coffee Company from 2002 to 2014, including Chief Marketing Officer for Starbucks China and Vice President of Strategy for the Americas and EMEA. She has also served as President and CEO of Sprinkles Cupcakes and held positions at Mattel, Godiva, Coach, J.Crew, and Macy's. Masino holds a Bachelor of Arts in Communications from Miami University in Oxford, Ohio.
Backlash against Julie Masino mounts on social media
The internet is buzzing with outrage, with some voices even calling for Julie Masino to face charges over the controversial rebranding. Critics argue that her decisions have deeply harmed the brand's identity and betrayed its customers.
"Julie Felss Masino should be fired…. Tonight," one mentioned.
The Cracker Barrel rebrand is tanking the company's stock price. The price immediately dropped 10% after the announcement and rollout. pic.twitter.com/rlazOVexn4
"I hate to say it because this one's actually gonna hurt me, like a lot. I will now be boycotting @CrackerBarrel until their horrid CEO, Julie Felss Masino, is either fired or resigns. I encourage everyone else to do the same. Stop destroying our cultural icons!" another posted.
I hate to say it because this one's actually gonna hurt me, like a lot. I will now be boycotting @CrackerBarrel until their horrid CEO, Julie Felss Masino, is either fired or resigns.I encourage everyone else to do the same.Stop destroying our cultural icons!
Check out some more reactions below:
Cracker Barrel CEO Julie Masino, white woman apologizing for country living, has decided for a rebrand of Cracker Carrel that is more woke. Oh and not more country store in the logo, barrel or man in the logo. All bad things. GO WOKE, GO BROKE. Cross Cracker Barrell off the list… pic.twitter.com/PQgs60QNgj
Hi I'm Julie Masino the CEO of Cracker Barrel @CrackerBarrel not only did I change the interior decor of the restaurants from Americana to sterilized industrial slop. I decided to change the logo from a sweet old man standing next to a barrel to more slop. #crakerbarrel YA! Me! pic.twitter.com/N7onkpU2iy
Cracker Barrel has been undergoing a slow-motion version of the Bud Light self-immolation for several yearsShould generate some questions about the responsiveness of capital to market incentives https://t.co/8lHHPFJPTC
🚨GO WOKE, GO BROKE: Cracker Barrel is the latest among popular companies that is about to FAFO the hard way. Their woke CEO, Julie Felss Masino, is changing the logo, even though there's nothing wrong with it. Julie is as far left as it gets & took over as CEO in 2023. Since… pic.twitter.com/9TP0G5AtN2
Despite the backlash, CEO Julie Masino insists the response has been mostly positive, saying the brand is simply evolving to meet the needs of a new generation while still honouring its legacy.
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