“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….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, their attempt to tamp down the pushback backfired, and it looked like this was their “Bud Light moment.” But then, Cracker Barrel surprised us. They 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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00:00 — Intro
03:30 — Impact of COVID-19 on Staffing and Menu
05:00 — Employee Turnover and Kitchen Challenges
07:43 — Company Performance and Declining Guest Numbers
10:13 — Menu Innovations and Competition
13:14 — The Decision to Change Brand and Logo
14:54 — Guest Reactions and Brand Identity
15:59 — Traditions, Values, and Apology
18:33 — Remodeling Intentions & Guest Comfort
25:32 — Discussion on DEI and Company Culture
29:42 — Reflections on Brand, Mission, and Public Perception
32:16 — Societal Changes and Business Philosophy
34:01 — Leadership Reflections and Looking Forward
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