In August, Cracker Barrel debuted a modernised logo that immediately prompted a huge backlash from customers. Before long, the company backtracked and declared that they would retain their iconic logo instead.
In a recent appearance on Glenn Beck's podcast, Cracker Barrel CEO Julie Masino reflected on that time.
Masino's episode of The Glenn Beck Podcast was released on November 20. Before the interview began, Beck explained that this was Masino's first television appearance since appearing on Good Morning America in August. Beck's opinion was that the previous interview "did not go well" for Masino.
Beck asked Masino if she was surprised she wasn't fired after the logo backlash. She admitted, "I feel like I've been fired by America."
She explained, "It's hard because, again, all I've wanted to do was help people love this brand the way I love this brand"
Masino added, "This brand deserves to have another 50, 60 years in front of it. We're trying to set it up for the future...the feeling that you get here is so special. It's so unique."
Of the initial decision to change the look of the iconic old-style logo, Masino admitted, "Look, our guests have a right to be upset...we messed up. The intent was not ideological; it was not to put the old version of Cracker Barrel in a box."
She explained that the logo change was intended to be one of many pieces of a shift forward for the company. In retrospect, Masino explained, what the data hadn't shown them was how people saw themselves in the Cracker Barrel logo.
"The logo was one piece of a system. The Old Timer was never going anywhere." However, she continued, when people saw the new logo where the barrel and the Old Timer were gone, people felt the company had "taken them out of it and that we weren't valuing what they valued."
After the backlash, Masino says the company heard their critics "loud and clear." She admitted, "And I'm sorry. Like, I really regret that. That was not the intention."
"We are so sorry for the misunderstanding. I regret it. I don't want people to be mad at us. My job is to make people love Cracker Barrel," Masino insisted.
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