Woke Cracker Barrel CEO Is Out After Failing to Undo the Damage She Causedhttps://pjmedia.com/tim-o-brien/2026/07/27/cracker-barrel-ceo-is-out-after-failing-to-sufficiently-undo-her-damage-n4955489The woke CEO of Cracker Barrel, Julie Masino, is on her way out, according to the company. This comes after she attempted to sterilize the Americana country feel of the chain’s restaurants and branding a year ago.
You may remember that last year, Cracker Barrel ignored the massive amount of backlash it received when it launched a chain-wide remodeling of its restaurants, eschewing the old-fashioned look and feel that defined the brand. Masino and her team instead opted to force a new look and feel to the restaurants that was, well, boring. In fact, it was so obviously an attempt to get away from its Americana country roots, that the negative feedback came heavy and hard.
Displaying a commitment to tone-deafness, Masino pushed forward with changes to the chain’s logo and menu that made vanilla look like an exotic spice. The ensuing controversy, in a marketing sense, achieved Bud Light levels of disgust.
After the controversy threatened sales and company performance, Masino and her team backed off their plans and decided not to complete the wholesale makeover of the chain’s restaurants, its logo, and its menu.
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The Wall Street Journal reported: “The move (Masino's resignation) ends a roughly three-year tenure in which the restaurant chain was widely criticized by customers and President Trump for her efforts to modernize the eatery and its stores. Masino pressed forward with a revamp that included remaking the folksy logo atop Cracker Barrel restaurants, pulling antique tchotchkes off the walls and changing the menu.”
Cracker Barrel’s stock price tanked as a result. The company lost more than half of its valuation. Since then, the stock’s recovery has been largely tepid, though it did get a boost earlier this summer when the company forecasted an improved 2026 outlook.
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The Journal reported that “Cracker Barrel told investors after second-quarter earnings that the family-dining chain was recovering from huge losses in sales, profit and the number of guests coming through its doors.”
Apparently, the pace of the recovery wasn’t working fast enough for Cracker Barrel investors. Masino is now out, proving the following point once again: “Go woke, go broke.”
Customer reaction to woke stupidity, as with Bud Lite, was swift. Recovery, for Cracker Barrel at least, is being slow. I'm not sure how things have progressed for Bud Lite, though it is third most popular in the US behind Michelob Ultra and Modelo, in preference order.