Cracker Barrel’s CEO Reflects on Backlash over Renovation
In a recent interview, Cracker Barrel CEO Julie Masino shared her feelings about the significant backlash following the restaurant’s renovation design, admitting that she feels like she was “fired by America.”
Masino spoke about her leadership position with Glenn Beck, who was surprised she remained in her role amidst the controversy. His question was somewhat loaded: “Were you surprised that you weren’t fired?” to which she responded with a laugh, “Well, I feel like America fired me.”
The well-known Southern-style restaurant chain found itself under fire when it altered its long-standing logo of Uncle Herschel, which featured a chair with his arm resting on a barrel, and introduced a new modern dining concept.
Sitting alongside Doug Heisel, senior vice president of store operations, Masino expressed her desire for people to appreciate the brand as much as she does, insisting that there was never an intention to completely redesign the restaurant.
“I think a lot of people assume that Doug and I got together and said, ‘Let’s remodel Cracker Barrel.’ Nothing could be further from the truth,” she explained. Some of the updated concepts stemmed from feedback on ways to enhance the food and overall experience, particularly from guests wishing for a more inviting atmosphere that was easier to navigate.
She acknowledged that they “missed the mark” and expressed her disappointment in letting customers down. “It’s unfortunate that people feel that way. That wasn’t the intention. I was hurt because I didn’t want people to be mad at Cracker Barrel,” she said, emphasizing the brand’s goal to connect with its customers effectively.
Initially, Cracker Barrel defended the changes, suggesting the discontent was coming from a “vocal minority.” Yet, by September, the company started reverting to its traditional logo and dining design.
“This is a humble brand with humble beginnings in the heart of this great country,” Masino remarked. She reflected on how other brands express their stories through decor and branding, noting that Cracker Barrel has a unique American narrative that sets it apart. “We don’t do that here,” she said, reinforcing the essence of the brand.
