Cracker Barrel is reportedly facing pressure to fire its CEO, Julie Felss Masino, after the entire rebranding fiasco. One of the restaurant chain's largest investors, Steak ’n Shake CEO Sardar Biglari, posted a ‘Fire Cracker Barrel CEO’ message on social media. The executive owns nearly 10% of the chain's outstanding shares. He also mocked the new logo row by posting photos of red MAGA-style hats on X, platform formerly known as Twitter.
Cracker Barrel had announced in 2024 that they had plans for a brand refresh (Getty Images via AFP)
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“Biglari was right about everything," the Steak ’n Shake CEO further tweeted.
“The woke CB management has even less competence than your predecessor. The CEO needs to hear ‘You’re Fired’ from her board,” Steak ’n Shake said in another post, invoking Trump’s famous ‘Apprentice’ catchphrase.
This is not the first time Biglari has publicly criticized Cracker Barrel. In a 2024 letter to shareholders, he warned that swapping Americana knick-knacks for sleek booths and banquettes would do nothing to solve ‘declining traffic’.
This comes a day after Cracker Barrel on Tuesday confirmed that it is returning to its old logo after critics protested the company's rebranding plans. In a post on its website, the company said it will retain its old logo, which features an older man in overalls sitting next to a barrel and the words 'Old Country Store'.
“We thank our guests for sharing your voices and love for Cracker Barrel,” the company said in a statement. “Our new logo is going away and our ‘Old Timer’ will remain.”
President Donald Trump also urged the brand to accept its mistake. In a Truth Social post, he said that Cracker Barrel ‘should go back to the old logo, admit a mistake based on customer response (the ultimate Poll), and manage the company better than ever before’. Cracker Barrel's shares rose after more than a week of declines.
Yash Bajaj is a Chief Content Producer with a strong foundation in US coverage, digital strategy, and audience-focused storytelling. As part of the US Desk at Hindustan Times, he covers a wide range of topics - from American politics to sports (NFL, NBA, derbies, MLB and more). Before joining Hindustan Times, Yash served as Deputy News Editor at Times Now, where he oversaw international coverage and led a team of six. In this role, he significantly expanded global traffic through strategic planning, SEO-driven content execution, and meticulous trend tracking across platforms. He is experienced in managing high-pressure breaking-news shifts, coordinating live coverage, and building newsroom systems that improve speed, accuracy, and reach. Prior to Times Now, Yash held a position at Opoyi, where he headed the Sports and US news team. He developed broad editorial strategies, guided reporters across multiple beats, and played a key role in recruiting and training new talent. His responsibilities also extended to social media management and experimenting with innovative content formats. A passionate NFL fan, Yash is a die-hard supporter of the Cincinnati Bengals and has followed Joe Burrow closely since his college days at LSU. Whether breaking down top players' latest performance, analyzing team performances, or tracking roster moves, he brings the same dedication and sharp storytelling to his sports coverage as he does to American politics and breaking news. When he’s not writing, Yash can often be found watching games or debating the latest NFL storylines with fellow fans. Yash holds a Bachelor of Mass Media (Journalism) from HR College, Mumbai University. His interests extend well beyond the newsroom: he is an enthusiastic explorer of AI tools, a movie buff with an ever-growing watchlist, and someone who enjoys unraveling conspiracy theories for fun.
Stay updated with US News covering politics, crime, weather, local events, and sports highlights. Get the latest on Donald Trump and American politics along with Horoscope 2026.
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Home/World News/Us News/Cracker Barrel faces calls to fire CEO Julie Felss Masino after rebranding fiasco; top investor weighs in
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