Cracker Barrel logo change, CEO Julie Felss Masino, impact of decolonization on brands
GO WOKE, GO BROKE: Cracker Barrel CEO Julie Felss Masino’s decision to ‘decolonize’ the company starting by removing the old-fashioned country gentleman meant to evoke nostalgia and Americana from the logo is hammering the stock wiping out $250 million in value. Since Felss… pic.twitter.com/CX7YHFCwAS
— @amuse (@amuse) August 21, 2025
- YOU MAY ALSO LIKE TO WATCH THIS TRENDING STORY ON YOUTUBE. Waverly Hills Hospital's Horror Story: The Most Haunted Room 502
GO WOKE, GO BROKE: Cracker Barrel’s Logo Controversy
Cracker Barrel has found itself at the center of a heated debate following CEO Julie Felss Masino’s decision to “decolonize” the company. This move, which included removing the nostalgic country gentleman from the logo, has sparked significant backlash. Many fans of the brand feel that this change erases the essence of Americana that Cracker Barrel has long represented.
The backlash has not been limited to public sentiment; it has also impacted the company’s financial standing. Since the announcement, Cracker Barrel’s stock has taken a hit, wiping out approximately $250 million in value. This drastic change raises questions about the balance between modernizing a brand and maintaining its traditional roots.
Supporters of the change argue that evolving brand imagery can reflect a more inclusive and diverse society. However, critics of the decision assert that such changes can alienate loyal customers who appreciate the brand’s heritage. The phrase “Go Woke, Go Broke” has emerged as a rallying cry among those opposed to the logo alteration, emphasizing a belief that prioritizing social justice over business interests can lead to financial decline.
This controversy highlights a crucial moment in branding strategy—how companies navigate the tension between tradition and progressive values. As Cracker Barrel moves forward, it will be interesting to see how this decision shapes its brand identity and financial health in the future.
For more insights on this unfolding situation, check out the original tweet by @amuse. Understanding the implications of this decision may provide valuable lessons for other brands grappling with similar challenges.