Gone Woke, But Will Cracker Barrel’s Rebranding of its Classic Americana Image Lead to Restaurant Chain Going Broke

Cracker Barrel CEO sparks backlash over Americana makeover and new image push

ROBBINSVILLE, NJ – The longtime image of Cracker Barrel, rooted in nostalgic Americana and Southern charm, is being reworked under the leadership of its new CEO, triggering a wave of controversy across social media and among loyal customers.

Julie Masino, Cracker Barrel’s recently appointed chief executive, confirmed in an interview on Good Morning America that the company is rolling out a major rebranding initiative, including updated store designs that move away from the traditional old-country aesthetic the brand has long been known for. The shift is being interpreted by critics as part of a broader attempt to “decolonize” the brand and align with modern diversity, equity, and inclusion (DEI) values.

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