itstargetnews
Cracker Barrel CEO Julie Masino spoke with The Blaze’s Glenn Beck about the backlash she and the company faced after its controversial redesign this year.
Cracker Barrel is taking heat from loyal diners who say the quality of the food has dropped, from chilled cookies to reheated sides, adding to frustration that accelerated after the company ditched its old logo and retired the iconic Uncle Herschel before reversing course, leaving many convinced real decline is on the plate.
The Wall Street Journal reported that customers upset by recipe changes and cost-cutting efforts said the chain’s meals no longer reflect its traditional standards, a complaint that has added to the backlash over the overhaul of the abandoned brand.
Longtime customers told the Journal that the restaurant’s food has deteriorated over the years, as favorites disappeared from the menu and cooking shortcuts replaced earlier practices.
The Journal also reported that Cracker Barrel went from rolling cookie dough as needed to baking larger batches and chilling them, and moved some sides, including green beans, from kettles to ovens, with dishes reheated when needed.
Stuart, Florida Cracker Barrel Old Country Store. (Jeffrey Greenberg/Universal Images Group via Getty Images/Getty Images)
One such customer, Craig Watkins, 73, of Northern California, told the Journal he had seen the chain quality are fading and he wants to restore the old staples and original maple syrup.
“I want pure syrup on my pancakes, not this watered-down garbage,” she said, adding that she brings her own syrup when she visits.
FOX Business has reached out to Cracker Barrel for comment.
CRACKER BARREL CEO SAYS HE FELT LIKE HE WAS FIRED BY AMERICA
A general view of a Cracker Barrel Country store in Fishkill, NY, Monday, Aug. 25, 2025. The menu features the redesigned logo that was removed after intense backlash. (Richard Beetham for Fox News Digital / Fox News)
The company told the Journal it works to improve food quality and respond to customer feedback. Cracker Barrel said it has reinstated items such as Campfire Meals and Uncle Herschel’s Favorite Breakfast as part of that effort.
During an investor call Tuesday, the company said its transformation is progressing more slowly than expected after the failed rebranding attempt.
CEO of Cracker Barrel Julie Masino said first-quarter results “were below our expectations amid unique and ongoing headwinds” and that “our recovery will take time” as teams work to regain momentum.
CRACKER BARREL RESTAURANT CHAIN PAYS THOUSANDS TO STUDENTS, SETTLING DISCRIMINATION CLAIMS
Cracker Barrel CEO Julie Felss Masino leaves an office building in Brentwood, Tenn., Thursday, Aug. 28, 2025. Masino drew criticism for recent changes to the Cracker Barrel logo amid broader efforts to modernize the brand. (Zak Bennett for Fox News Digital / Fox News)
“As you all know, the past few months have been difficult for Cracker Barrel and our 70,000 team members across the country. And while many of our guests are enjoying our best dining and guest experience, we certainly have more work to do to regain the trust and confidence of others who have been slow to return,” said Masino. “This will take time, but we are executing a plan and we are confident that we will return to the trajectory we saw in FY25.”
Cracker Barrel reported that sales were down 5.7% compared to the first quarter of fiscal 2025. The company reported adjusted earnings before interest, taxes, depreciation and amortization of $7.2 million, compared to $45.8 million in the same quarter a year earlier.
Masino also said the drop reflected an additional $14 million or so advertising, marketing and conference expenses.
The branding controversy erupted in late August after Cracker Barrel dropped the “old timer” from its logo and planned interior changes to the restaurant-retail design.
GET THE FOX BUSINESS ANYWHERE CLICK HERE
The company reversed those changes about a week later amid swift customer backlash.
Eric Revell and Lindsay Kornick of FOX Business contributed to this report.
