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Cracker Barrel's CEO is stepping down after logo rebrand backlash

Cracker Barrel stock plummeted almost 3% after the CEO announced her departure. ©Image Credit: Facebook / Cracker Barrel

Cracker Barrel's logo rebrand continues to face consequences, with the latest being a big one. The company's CEO, Julie Masino, is stepping down after being wrapped up in the backlash of the past year, with people calling the chain "soulless" and "woke".

Not exactly the rebrand the company was hoping for

When Cracker Barrel unveiled its new modern logo last year, the expectation was that it would cause barely a ripple. The reality couldn't be further from that.

After giving customers a look at the new logo, the backlash was immediate. Post after post on social media attacked the new logo, with plenty of people unhappy about the direction of the rebrand.

People thought the revamped logo was too modern and sterile.

The new logo removed the iconic Uncle Herschel image entirely in favor of a flat, text-heavy icon.

The rebrand even got the attention of the president

The backlash was so widespread that even President Trump took notice and lashed out at it. When the company revealed the logo, President Trump posted a very stark response. The president said the company needed to “admit a mistake.”

It didn't take long for Cracker Barrel to backtrack and announce it would revert to the original logo and scrap the rebrand.

CEO takes the fall for the debacle

After the debacle, it looks like Masino is the one taking the fall and paying the price. Masino went so far as to tell right-wing commentator Glenn Beck that she felt she got "fired by America".

The hits keep coming, though, because Cracker Barrel's stock plummeted almost 3% after Masino announced her departure. The new CEO, David Deno, will take the reins in early August, with Masino staying on until October to help with the transition.

Source: The Guardian

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