In a stunning development that has ignited a firestorm of controversy, a viral post on X attributed to Cracker Barrel’s CEO, Julie Felss Masino, has sent shockwaves through the restaurant chain’s customer base and beyond. The alleged statement, “MAGA doesn’t have to eat there,” has sparked intense backlash, particularly among conservative patrons, amid an already heated debate over the company’s recent rebranding efforts. While no verifiable sources have confirmed Masino made this exact remark, the claim, posted by X user @TomHoman_ on August 23, 2025, has fueled a growing culture war centered around the Southern-themed restaurant chain, with millions weighing in on social media and beyond.
Cracker Barrel, a beloved American institution founded in 1969, has long been synonymous with nostalgic Southern hospitality, comfort food, and a distinct “Old Country Store” aesthetic. However, the chain’s recent $700 million rebrand, which includes a shift to a minimalist logo and modernized restaurant interiors, has drawn ire from its core demographic. The new logo, unveiled on August 20, 2025, replaces the iconic image of a man in overalls leaning against a barrel—affectionately known as “Uncle Herschel”—with a simple text-based design set against a yellow background. This change, coupled with updated store designs featuring brighter, less cluttered spaces, has been labeled by critics as a “woke” betrayal of the chain’s traditional values.
The controversy escalated when the unverified claim about Masino’s statement surfaced online, quickly amassing millions of views. Conservative influencers and politicians seized on the remark, interpreting it as a direct affront to Cracker Barrel’s largely conservative customer base. Figures like Donald Trump Jr., who posted, “WTF is wrong with Cracker Barrel??!,” and Rep. Byron Donalds, who claimed he “gave my life to Christ in their parking lot,” have led calls for boycotts, accusing the chain of abandoning its heritage. The backlash has been compared to the 2023 Bud Light boycott sparked by a partnership with transgender influencer Dylan Mulvaney, with some labeling Cracker Barrel’s rebrand as its “Bud Light moment.”
Cracker Barrel has responded to the uproar, emphasizing that its core values remain unchanged. In a statement to Newsweek, the company insisted, “Our values haven’t changed, and the heart and soul of Cracker Barrel haven’t changed.” They described the new logo as a “fifth evolution” rooted in the original 1969 design, highlighting its focus on the iconic barrel shape and wordmark. The chain also clarified that “Uncle Herschel” remains a central figure in its restaurants and branding, despite his absence from the logo. However, these assurances have done little to quell the outrage, with shares dropping nearly 10% on August 21, 2025, resulting in a $94 million loss in market value in a single day, according to CBS News.
The controversy has also drawn mockery from critics who argue the reaction is overblown. California Governor Gavin Newsom’s press office posted a satirical response on X, mimicking Trump’s style: “WHAT IS WRONG WITH CRACKER BARREL??” Others, like former Ohio State Senator Nina Turner, pointed to more pressing issues, stating, “People can’t afford housing, groceries, and are going bankrupt if they get cancer. So naturally, conservatives are mad about Cracker Barrel’s logo.” On CNN’s NewsNight, National Review’s Caroline Downey urged conservatives to stop overusing the term “woke,” warning that it risks losing its meaning when applied to every corporate decision.
Masino, who assumed the role of CEO in November 2023, has defended the rebrand as a necessary step to keep Cracker Barrel relevant. Speaking on Good Morning America, she stated, “Cracker Barrel needs to feel like the Cracker Barrel for today and tomorrow—the things that you love are still there.” She cited overwhelmingly positive feedback from initial surveys, with 87% of respondents reportedly approving of the new logo. Yet, the chain’s efforts to modernize have been met with accusations of “brand suicide” by detractors like conservative activist Robby Starbuck, who argued that the changes alienate the chain’s traditional customers.
The unverified claim about Masino’s statement has only deepened the divide. While some see it as a bold stand against political extremism, others view it as a reckless dismissal of a significant portion of Cracker Barrel’s clientele. As the company navigates this turbulent moment, the saga underscores the challenges brands face in balancing tradition with modernization in a polarized cultural landscape. For now, Cracker Barrel remains at the center of a heated debate, with its future hanging in the balance as customers decide whether to return—or walk away for good.
