Cracker Barrel CEO Julie Masino spoke with The Blaze’s Glenn Beck about the backlash she and the company faced following this year’s controversial redesign.
Cracker Barrel is drawing criticism from loyal diners who say food quality has declined — from refrigerated cookies to reheated side dishes — compounding frustration after the company ditched its old logo and removed the iconic Uncle Herschel before reversing course, leaving many convinced the 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 traditional standards, a complaint that has helped fuel the backlash from the halted brand overhaul.
Longtime customers told the Journal that the restaurant’s food has deteriorated over the years as favorites disappeared from the menu and kitchen shortcuts replaced previous practices.
The Journal also reported that Cracker Barrel switched from rolling cookie dough as needed to baking larger batches and refrigerating them, and that some sides, including green beans, were moved from stovetop kettles to ovens, reheating the dishes as needed.
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The Stuart, Florida, Cracker Barrel Old Country Store. (Jeffrey Greenberg/Universal Images Group via Getty Images/Getty Images)
One of those customers, 73-year-old Craig Watkins of Northern California, told the Journal that he has seen the chain’s quality fade and wants to restore old staples and original maple syrup.
“I want pure syrup on pancakes, not that watered-down junk,” he said, adding that he brings his own syrup when he visits.
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The company told the Journal it is working to improve food quality and is responding to guest feedback. Cracker Barrel said as part of that effort it has restored items such as Campfire Meals and Uncle Herschel’s Favorite Breakfast.
During an investor call Tuesday, the company said the turnaround is slower than expected after its failed rebranding attempt.
Cracker Barrel CEO 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.
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“As you all know, the past few months have been difficult for Cracker Barrel and for our 70,000 team members across the country. And while many of our guests are enjoying our enhanced dining and guest experience, we certainly have more work to do to regain the trust of others who have been slower to return,” said Masino.
“This will take time, but we are implementing a plan and are confident that we will return to the trajectory we saw in FY ’25.”
Cracker Barrel reported a 5.7% decline in revenue compared to the first quarter of fiscal 2025. The company posted 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 decline reflected approximately $14 million in additional advertising, marketing and conference costs.
The branding controversy erupted in late August after Cracker Barrel dropped the “vintage car” from its logo and planned interior changes to its restaurant-store layout.
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The company reversed these changes about a week later, amid rapid customer backlash.
