Cracker Barrel CEO Julie Masino spoke to The Blaze’s Glenn Beck about the backlash she and the company faced after this year’s controversial redesign.
cracker barrel It has angered patrons who say the quality of its food has deteriorated, from chilled biscuits to reheated sides, and the dissatisfaction has been fueled by the company’s decision to scrap its old logo and remove the iconic Uncle Herschel before changing direction, leaving many convinced that real decline is yet to come.
wall street journal Customers upset over recipe changes and cost-cutting efforts say the chain’s food no longer reflects traditional standards, and the complaints are fueling a backlash from an abandoned branding overhaul, the report said.
Longtime patrons told the Journal that the restaurant’s food has deteriorated over the years, with favorite dishes disappearing from menus and kitchen shortcuts replacing old practices.
The magazine also reported that Cracker Barrel has moved from rolling biscuit dough as needed to baking and chilling larger batches, moving some ingredients, including green beans, from stovetop kettles to the oven and reheating dishes as needed.
Cracker Barrel Old Country Store in Stuart, Florida. (Jeffrey Greenberg/Universal Images Group via Getty Images/Getty Images)
One such customer, Craig Watkins, 73, of Northern California, told the magazine: chain quality We would like to restore the old staples and original maple syrup as it has faded.
“I want pure syrup on my pancakes, not watered-down junk,” he says, adding that he brings his own syrup when he visits.
FOX Business has reached out to Cracker Barrel for comment.
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Cracker Barrel Country Store in Fishkill, NY, August 25, 2025 (Richard Beetham, Fox News Digital/Fox News)
The company told the Journal it is working to improve the quality of its food and respond to guest feedback. Cracker Barrel said it has brought back products like Campfire Meals and Uncle Hershel’s Favorite Breakfasts as part of its efforts.
The company said on an investor conference call Tuesday that progress on its turnaround has been slower than expected after a failed rebranding attempt.
Cracker Barrel CEO julie masino He said first-quarter results were “lower than expected amid unique and ongoing headwinds” and that “the recovery will take time” as the team works to regain momentum.
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Cracker Barrel CEO Julie Fels Masino leaves her office building in Brentwood, Tennessee, on August 28, 2025. (Zach Bennett, Fox News Digital/Fox News)
“As you all know, the past few months have been difficult for Cracker Barrel and for our 70,000 team members across the country. And while many of our guests are enjoying improved dining and guest experiences, we certainly have a lot of work to do to regain the trust of others who have been slow to return,” Masino said.
“This will take time, but we are executing on our plan and are confident we will get back on track like we saw in FY25.”
Cracker Barrel reported a 5.7% decrease in sales compared to the first quarter of fiscal 2025. The company reported adjusted earnings before interest, taxes, depreciation and amortization of $7.2 million, compared with $45.8 million in the prior year period.
Masino also said the decrease reflects an additional investment of approximately $14 million. advertising, marketing and conference fees.
A brand controversy erupted in late August after Cracker Barrel removed “oldtimer” from its logo and planned interior changes to its restaurant and retail store layouts.
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The company withdrew these changes about a week later amid rapid customer backlash.
FOX Business’ Eric Revell and Lindsay Kornick contributed to this report.
