Cracker Barrel CEO Resigns Amid Controversial Rebranding Backlash

WHO:

ABC News - Julie Masino is the CEO of Cracker Barrel.

NY Post - Julie Felss Masino is identified as the CEO of Cracker Barrel.

WHAT:

ABC News - Cracker Barrel announced that Julie Masino will step down.

NY Post - Julie Felss Masino is stepping down after a controversial rebranding effort described as “woke” that sparked backlash from customers.

WHEN:

ABC News - Julie Masino will step down in August.

WHY:

NY Post - The backlash from customers, including criticism from Trump, was a significant factor in the decision for Masino to resign.

HOW:

NY Post - The rebranding effort was characterized as “woke,” which contributed to the controversy and subsequent backlash.

(UPDATED July 27, 2026 14:56 UTC)

Cracker Barrel has announced that Julie Masino, the company's CEO, will step down in August following a controversial rebranding effort that many customers have described as “woke.” This backlash, which included criticism from Trump, played a significant role in Masino's decision to resign. The rebranding initiative sparked considerable debate among patrons, ultimately leading to her departure from the company.