Overview
- Speaking Tuesday at the 13D Monitor investor summit in New York, Julie Felss Masino framed the redesign as part of a longer-term transformation to boost billboard legibility for drivers.
- The August rollout removed the illustrated “Uncle Herschel,” drew criticism from MAGA figures including President Donald Trump, and was reversed within days with the original logo restored.
- Following the backlash, Cracker Barrel cut ties with consultancy Prophet, paused test remodels tied to a broader $700 million revamp, and reaffirmed legacy branding.
- Shares fell nearly 10% after the episode and are down about 30% year to date, with market value near $825 million, fourth-quarter revenue off nearly 3%, and traffic down 8% in the weeks after the rebrand.
- Activist investor Sardar Biglari, a longtime adversary, is using the episode to press for board and leadership changes after years of proxy fights.