July 27, 2026

Cracker Barrel CEO Julie Felss Masino is out after a “woke” rebrand backfired hard, triggering a customer revolt, a sharp rollback, and even heat from Trump. The chain’s stock slid 5.3% Monday as the company announced her departure, capping a turbulent run marked by the scrapped Uncle Herschel logo, decluttered stores, and a failed push to modernize a beloved Southern brand.

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