Cracker Barrel’s latest “modern rebrand” has gone down in flames, and Steak ’n Shake is leading the charge in calling out what millions of Americans are already saying: Fire the CEO.
Julie Felss Masino, the woke Cracker Barrel CEO, sparked a major backlash after changing the company’s beloved logo.
She claimed the public just loved the new Cracker Barrel logo and redesign of the restaurant. The new interior of Cracker Barrel looks cold and sterile – not like the original comfy and cozy vibe.
“Honestly, the feedback has been overwhelmingly positive,” Masino said on Good Morning America last week.
Steak ’n Shake, the restaurant chain owned by San Antonio–based Sardar Biglari, took to social media this week to lash out at Cracker Barrel’s newly woke logo.
In a fiery series of posts on X, Steak ’n Shake torched Cracker Barrel’s tone-deaf management for gutting the company’s historic identity in favor of soulless, corporate blandness.
“This is what happens when you have a board that does not respect their historical customers or their brand. At Steak ’n Shake, we have gone back to basics. Our tallow fries are waiting for you. Oh yeah, you can also now pay with Bitcoin!”
This is what happens when you have a board that does not respect their historical customers or their brand.
At Steak n Shake, we have gone back to basics. Our tallow fries are waiting for you. Oh yeah, you can also now pay with Bitcoin! https://t.co/F5cBwUBVns
— Steak ‘n Shake (@SteaknShake) August 21, 2025
The chain then torched Cracker Barrel for what it called an arrogant attempt to erase its own heritage:
“Sometimes, people want to change things just to put their own personality on things. At CB, their goal is to just delete the personality altogether. Hence, the elimination of the ‘old-timer’ from the signage. Heritage is what got Cracker Barrel this far, and now the CEO wants to just scrape it all away. At Steak ’n Shake, we take pride in our history, our families, and American values. All are welcome. We will never market ourselves away from our past in a cheap effort to gain the approval of trend seekers.”
Sometimes, people want to change things just to put their own personality on things. At CB, their goal is to just delete the personality altogether. Hence, the elimination of the “old-timer” from the signage. Heritage is what got Cracker Barrel this far, and now the CEO wants to… pic.twitter.com/Aoml8ZOfuT
— Steak ‘n Shake (@SteaknShake) August 21, 2025
Then came the thunderous call:
“FIRE THE CEO! Thank you for your attention to this matter!”
Fire the CEO!
Thank you for your attention to this matter! https://t.co/42VhBM8Sk8
— Steak ‘n Shake (@SteaknShake) August 21, 2025
Steak ’n Shake ripped into Cracker Barrel’s denial, blasting management for blaming the brand’s woes on “logos and decor” instead of declining service, smaller portions, higher prices, and lower-quality food.
“Cracker Barrel is in denial. Apparently, anyone who disagrees with them is in the minority. It is convenient for the company to blame the logo and the historical decor for its woes rather than address its underlying problems — service, portion size, product quality, and price. The CEO talks about the great “buzz” generated by changing the decor, but she cannot point to improving results. Until she is replaced, a great American brand will continue to decline. Save Cracker Barrel!”
Cracker Barrel is in denial. Apparently, anyone who disagrees with them is in the minority.
It is convenient for the company to blame the logo and the historical decor for its woes rather than address its underlying problems — service, portion size, product quality, and price.… https://t.co/Idv2j1edQT
— Steak ‘n Shake (@SteaknShake) August 22, 2025
With no holds barred, Steak ’n Shake posted a parody Cracker Barrel logo featuring the bold demand: “Fire the CEO.”
pic.twitter.com/j9AEWX0nXp
— Steak ‘n Shake (@SteaknShake) August 22, 2025
The takedown didn’t stop there.
“If CB is going to imitate Denny’s, then you should just go to Denny’s.”
If CB is going to imitate Dennys, then you should just go to Dennys. https://t.co/CFa0UAmMsk
— Steak ‘n Shake (@SteaknShake) August 23, 2025
Steak ‘n Shake also pointed out something remarkable: Americans on both sides of the political aisle agree—the new Cracker Barrel rebrand is a disaster.
“The CEO of CB has managed to do something seemingly impossible: She got Americans on both sides of the political spectrum to agree on something — the new rebrand sucks. When the Board does not know the brand, like the brand, or respect the brand, they hire the wrong CEO who focuses on all the wrong things. America does not need another bland, soulless, mediocre restaurant chain.
“Founded in 1969 amid radical social and technological change — Woodstock, the moon landing — Cracker Barrel was that one place designed to stand still, evoking Americana, authenticity, and wholesomeness. CB’s foolish moves demand the resignation of the CEO and the board leaders who hired her. Save Cracker Barrel!”
The CEO of CB has managed to do something seemingly impossible: She got Americans on both sides of the political spectrum to agree on something — the new rebrand sucks.
When the Board does not know the brand, like the brand, or respect the brand, they hire the wrong CEO who… https://t.co/QRO5uDDosd
— Steak ‘n Shake (@SteaknShake) August 23, 2025
Steak ’n Shake didn’t just stop at the logo, they exposed what they call a corporate boondoggle:
“Logo is a symptom of a bigger problem! The $700 million remodel is insane! It’s bland, soulless, and an unnecessary waste of money. Instead, use this money to keep prices down to support American families. And while you’re at it, go back to making fresh biscuits every day. Fire the CEO!”
Logo is a symptom of a bigger problem!
The $700 million remodel is insane! It’s bland, soulless, and an unnecessary waste of money. Instead, use this money to keep prices down to support American families. And while you’re at it, go back to making fresh biscuits every day.… https://t.co/HFGe5G7cqy
— Steak ‘n Shake (@SteaknShake) August 26, 2025
The brand even joked about new merchandise: “Hats for sale soon!” One design reads “Biglari Was Right About Cracker Barrel” and another simply states: “Fire Cracker Barrel CEO.”
Hats for sale soon! pic.twitter.com/e75AU3mrqg
— Steak ‘n Shake (@SteaknShake) August 26, 2025
Hats for sale soon! pic.twitter.com/RvNYtDQ8O3
— Steak ‘n Shake (@SteaknShake) August 26, 2025
After President Trump himself chimed in, demanding that Cracker Barrel return to its old logo, Steak ‘n Shake piled on:
“Great idea, Mr. President! We really appreciate your sage advice! The woke CB management has even less competence than your predecessor. The CEO needs to hear ‘You’re Fired’ from her board.”
Great idea, Mr. President!
We really appreciate your sage advice!
The woke CB management has even less competence than your predecessor. The CEO needs to hear “You’re Fired” from her board.
Thank you for your attention to this matter! pic.twitter.com/fEqxZp89J2
— Steak ‘n Shake (@SteaknShake) August 26, 2025
Following Trump’s post, Cracker Barrel caved to public pressure and will switch its logo back to the beloved “Old Timer.”
“We thank our guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have. Our new logo is going away and our “Old Timer” will remain.”
President Trump congratulated Cracker Barrel.
Mr. President,
Cracker Barrel heard you.
Americans are grateful!
Thank you for your attention to this matter! https://t.co/R22gl0YINN
— Steak ‘n Shake (@SteaknShake) August 27, 2025
The post “FIRE THE CEO!” — Steak ‘n Shake Goes SCORCHED EARTH on Cracker Barrel after Their Logo Faceplant appeared first on The Gateway Pundit.