Cracker Barrel CEO Julie Felss Masino has come under MAGA fury after changing the logo of the restaurant chain that did not impress many fans, including the MAGA camp who think Cracker Barrel has now gone woke. The company said the new logo is rooted even more closely to the iconic barrel shape, though they have done away with the man resting by a barrel. This was not the original logo but it became more popular and nostalgic for those who are melting down over the new logo.
The Cracker Barrel chain opened first in 1969 and had a text-only logo. In 1977, the famous logo with a man and a barrel was introduced. Now the company has changed its logo and restored it to a text one.
"Why would they remove the cracker & the barrel?" one wrote, asking the question that is on top of everyone's mind.
MAGA media personalities had a meltdown as Collin Rugg called the logo depressing, and Benny Johnson said the logo change could cause the company to collapse in a similar way that Target and other stores that embraced DEI (diversity, equity and inclusion) did.
"Part of the Cracker Barrel experience is feeling like you're stepping back into an older, simpler America," Johnson said. "Turning that into this modern slop is bad."
Not only the logo, the southern restaurant overhauled its in-store experience gradually throughout the last year. The restaurant installed new seating and lighting to create a warmer feel while keeping some popular aspects like stone fireplaces and mounted taxidermy deer heads, according to ABC News.
"They erased the white guy sitting outside of the Cracker Barrel store," Johnson said. "White people are about to riot."
Cracker Barrel CEO Masino said the feedback they received to their new logo has been "overwhelmingly positive". "Cracker Barrel needs to feel like the Cracker Barrel for today and for tomorrow -- the things that you love are still there. We need people to choose us, and we want people to choose us," Masino said on Good Morning America.
The Cracker Barrel chain opened first in 1969 and had a text-only logo. In 1977, the famous logo with a man and a barrel was introduced. Now the company has changed its logo and restored it to a text one.
"Why would they remove the cracker & the barrel?" one wrote, asking the question that is on top of everyone's mind.
Cracker Barrel’s new logo isn’t an accident — it’s CEO Julie Felss Masino’s project. She scrapped a beloved American aesthetic and replaced it with sterile, soulless branding.
— Woke War Room (@WokeWarRoom) August 20, 2025
Masino kept a DEI regime that promises to “identify, recruit, and advance” hires by race — and now… pic.twitter.com/6BLthLuQ1Y
MAGA media personalities had a meltdown as Collin Rugg called the logo depressing, and Benny Johnson said the logo change could cause the company to collapse in a similar way that Target and other stores that embraced DEI (diversity, equity and inclusion) did.
"Part of the Cracker Barrel experience is feeling like you're stepping back into an older, simpler America," Johnson said. "Turning that into this modern slop is bad."
Cracker Barrel completely changed their iconic logo for the first time in 47 years...
— Benny Johnson (@bennyjohnson) August 20, 2025
and it's absolutely horrible.
When will they learn? pic.twitter.com/ZhfVeR5CyO
Not only the logo, the southern restaurant overhauled its in-store experience gradually throughout the last year. The restaurant installed new seating and lighting to create a warmer feel while keeping some popular aspects like stone fireplaces and mounted taxidermy deer heads, according to ABC News.
Now why would they remove the cracker & the barrel? https://t.co/diVhCp1mNe
— The Princess & The Frog (@GabTheGem) August 20, 2025
"They erased the white guy sitting outside of the Cracker Barrel store," Johnson said. "White people are about to riot."
Cracker Barrel CEO Masino said the feedback they received to their new logo has been "overwhelmingly positive". "Cracker Barrel needs to feel like the Cracker Barrel for today and for tomorrow -- the things that you love are still there. We need people to choose us, and we want people to choose us," Masino said on Good Morning America.
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