Julie Masino has stepped down as CEO of Cracker Barrel, following a controversial rebrand that removed the company's longtime Uncle Herschel logo and sparked widespread customer backlash. The change, which included a modernized logo and menu updates, was criticized by many loyal customers who accused the chain of abandoning its traditional identity. Some labeled the move as going "woke," while others simply disliked the new design. The backlash led to declining sales and pressure from investors. Masino's departure comes just over a year after the rebrand was launched. Cracker Barrel's board has begun searching for a new CEO. The company has not announced an interim replacement. The Uncle Herschel logo, which featured a smiling older man in overalls, had been a staple of the brand for decades. The rebrand aimed to attract younger customers but ended up angering the core customer base. Masino had been CEO since 2020. The company's stock has fallen significantly since the rebrand was announced. Cracker Barrel operates over 660 locations across the United States.