Cracker Barrel CEO Julie Felss Masino: Logo change was branding, nothing more

Cracker Barrel CEO Julie Felss Masino says the company’s short-lived, controversial logo switch was motivated by more visibility on highway billboards and had nothing to do with an ideological shift. In an article in The Wall Street Journal, Felss Masino — who has served as Cracker Barrel CEO for two years and was previously president of the international division of Taco Bell — said the chain does extensive research before making any brand updates. The company reverted to the old logo in August after extensive backlash from customers and investors, who accused the Tennessee-based chain restaurant of being “woke.” Cracker Barrel stock is down 30% on the year.