The Corporate Grudge Fueling Cracker Barrel's Logo Fiasco

Summary

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The Journal. — "The Corporate Grudge Fueling Cracker Barrel's Logo Fiasco"

Date: August 29, 2025
Hosts: Jessica Mendoza and Ryan Knutson
Guest: Heather Haddon

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Episode Overview

This episode investigates the viral backlash over Cracker Barrel’s controversial logo rebrand—and how it became fuel for a corporate grudge that’s been simmering for over a decade. The story quickly expands from a seemingly simple branding misstep to a feud involving activist investor Sardar Biglari, a battle for control, and the unexpected consequence of overwhelming attention for an aging restaurant brand.

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Key Discussion Points and Insights

1. Cracker Barrel: Americana and Nostalgia Under Pressure

[00:08–05:13]

• Cracker Barrel, founded in 1969, is a chain known for its old country store vibe—a nostalgic roadside refuge with iconic decor and homestyle food.
• Declining traffic and aging clientele pushed executives to rethink the brand. By 2023, traffic was down 16% from 2019, and the dinner business and retail sales were lagging.

  "Guests really have skewed older. So 65 plus. And that was really hard for them during the pandemic because...they didn't really return." — Heather Haddon [05:48]

2. The Attempt to Modernize Cracker Barrel

[06:18–08:13]

• Julie Fels Messino, brought in as CEO in 2023, launched a transformation plan: updated menus, remodeling stores, adding cocktails, and ultimately, a new modern logo sans the beloved “Old Timer” image.
• Some tweaks were popular, but stripping away classic elements triggered customer backlash, with the new logo event in NYC becoming the flashpoint.

  "The idea was to modernize and attract a younger clientele...The changes ranged from shaking up merchandise to remodeling restaurants, to rolling out cocktails like mimosas." — Jessica Mendoza [06:59]

• Customers, especially on social media, missed the “Old Timer” logo, equating its removal with the loss of heritage.

  "They like the old timer...it symbolizes maybe a simpler time...They wanted the old timer back." — Heather Haddon [08:39]

3. Viral Outrage and Political Entanglement

[08:54–10:01]

• The backlash moved beyond branding, raising political and cultural alarms. Right-wing commentators decried “woke” erasure of tradition. Even former President Donald Trump weighed in.

  "It's not at all about a logo. It is about a country, it is about our heritage and our culture." — Heather Haddon (paraphrasing commentators) [09:14]
  "Cracker Barrel should go back to the old logo, admit a mistake based on customer response." — Quoting Donald Trump’s statement [09:14]

• Cracker Barrel’s stock dropped from ~$60 to $54 after the outrage.

4. Sardar Biglari: An Old Corporate Grudge Reignites

[10:01–15:05]

• At the core of the uproar is Sardar Biglari, a relentless activist investor and CEO of Steak n Shake.
• Since 2011, Biglari has tried—unsuccessfully—to take control of Cracker Barrel, mounting seven proxy battles.

  "Contentious is what I would say." — Heather Haddon, describing Biglari's relationship with Cracker Barrel [10:20]

• His central complaint: Cracker Barrel spends too much on brand transformations and not enough focus on core business.
• In June 2025, after a meeting with CEO Massino, Biglari delivered a letter demanding Cracker Barrel “move back to its core,” stop the rebranding spend, and essentially overhaul its strategy. Cracker Barrel refused.

5. Fanning the Flames: Social Media Tactics

[15:30–16:35]

• Steak n Shake’s official account amplified the backlash, retweeting conservative critics and directly attacking Cracker Barrel’s management.

  “Retweeting...and just saying they’re right. Cracker Barrel has not been well managed and stop the brand refresh...fire the CEO.” — Heather Haddon [15:30]

• The brand posted mocking images: hats reading “Biglari Was Right About Cracker Barrel” and “Fire Cracker Barrel CEO.”

6. Cracker Barrel Retreats—But the Grudge Remains

[16:35–18:15]

• Faced with mounting public outrage and corporate pressure, Cracker Barrel reverted to its iconic original logo just a week after the rebrand.

  "Our new logo is going away and our old timer will remain." — Julie Fels Messino [16:50]

• Stock rebounds, but Biglari continues to push against brand updates and for more “authenticity.”
• The irony: all the controversy brings Cracker Barrel more attention than it’s had in years, with Google searches and foot traffic increasing.

  "Google searches for Cracker Barrel are at an all time record high...Near term, I mean, this could be helpful." — Heather Haddon [17:51]

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Notable Quotes & Memorable Moments

• On the old logo’s meaning:

  "It symbolizes maybe a simpler time or country living. And they didn't like that he was gone. They wanted the old timer back." — Heather Haddon [08:39]

• On activist investing:

  "Baglari wanted more say over the company’s future...But he does not give up. He is determined. So over the course of 10 years, he runs five more proxy campaigns." — Heather Haddon [13:26]

• On corporate grudge-fueling the controversy:

  “Baglari is not stopping...we have the old logo back, but stop the brand refresh. I still have this axe to grind against the brand, and he just can’t let go.” — Heather Haddon [17:05]

• On unintended consequences:

  “This whole logo fiasco and rebranding debacle, it gave Cracker Barrel more attention than it’s had in years…customer interest has spiked.” — Jessica Mendoza [17:51]

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Important Timestamps

• 00:08 – Setting the scene: Cracker Barrel as a highway icon
• 05:13 – Brand struggles; aging customers and declining traffic
• 06:18 – Hiring of new CEO, modernizing efforts begin
• 08:13 – Logo relaunch party and beginning of online outrage
• 09:14 – Political escalation and stock drop
• 10:01 – Introduction of Sardar Biglari and his history with Cracker Barrel
• 13:49 – Biglari's persistent proxy battles
• 15:30 – Steak n Shake/Biglari's amplification of backlash online
• 16:35 – Cracker Barrel reverts to old logo
• 17:51 – Paradoxical result: Increased attention and interest for Cracker Barrel

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Conclusion

Despite the public fiasco and the persistent activism of Sardar Biglari, Cracker Barrel's logo controversy ended up spotlighting the brand in a way no ad campaign could. While the “Old Timer” survives for now and Cracker Barrel returns to its roots, Biglari’s long-standing grudge remains unresolved, casting a shadow—and perhaps, paradoxically, a little sunshine—on the future of this American roadside icon.

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Transcript

[Jessica Mendoza]

It's the Friday before Labor Day weekend, the last gasp of summer, and across America, cars are on the move. Maybe you're on I40 or I95 or I10. It's probably an I something. And then you see it, a billboard rising above the asphalt haze. Cracker Barrel.

[Heather Haddon]

They're very pretty. Prominent near highways or a place, you know, families could go stop and rest and have a meal and buy some fun swag while they're doing it.

[Jessica Mendoza]

Cracker Barrel is a Tennessee based chain of restaurants slash old country stores. A roadside icon with an unmistakable logo. A man in overalls leaning against a barrel.

[Heather Haddon]

So the logo, which dates back to 1977, had what customers refer to as the Old Timer Uncle Herschel, which is a man in overalls who is sitting on a chair.

[Jessica Mendoza]

But this summer, that logo, it's become a cultural lightning rod. One that initially wiped out tens of millions of dollars from the restaurant's valuation. All because a new streamlined logo erased that Old Timer and set off a digital Pitchfork mobile. Our colleague Heather Haddon has been covering the story.

[Heather Haddon]

A lot of commentators were like, no, we do not like this.

[Jessica Mendoza]

So Cracker Barrels made everybody crazy today. My first thought was, why? I mean, if it's not broke, don't fix it.

[Jordan Davis]

It's this old country store and now it's changing and it's just. I don't like it. I wish that they would.

[Jessica Mendoza]

But this story is about more than just a botched logo rebrand because this public outcry became an opportunity for a jilted investor who's been gunning for Cracker Barrel for.

[Heather Haddon]

It's not just a branding story. It's about a grudge that has been simmering between this activist investor and cracker barrel for 14 years. And suddenly here is this moment where Cracker Barrel is facing all this scrutiny and attention, I mean, national attention, and he pounced on it.

[Jessica Mendoza]

Welcome to the Journal, our show about money, business and power. I'm Jessica mendoza. It's Friday, August 20nint. Coming up on the show, the behind the scenes grudge fueling the Cracker Barrel outrage.

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[Jessica Mendoza]

For someone who's never heard of or has never been to a Cracker Barrel, what is this restaurant? What is it known for?

[Heather Haddon]

Yeah, so Cracker Barrel was founded in 1969 and the image of Cracker Barrel at that time and still today was an old country store.

[Jessica Mendoza]

Step inside a Cracker Barrel and your feet creak on wooden floorboards. On the tables you'll find the beloved Cracker Barrel peg game. Look up at the walls and you'll see old license plates, cast iron skillets, sepia toned photos.

[Heather Haddon]

It's known for the rocking chairs and rolling pins on the walls and ephemera. So kind of that warm, cozy vibe.

[Jessica Mendoza]

And then there's the food.

[Heather Haddon]

Fried chicken is definitely where it's at. So big plates of fried chicken, cornbread, skillets, casseroles, breakfast all day. You can get pancakes all day if you want it. It's known for big portions. It's also known for being affordable. I think the average check size is something like 15 bucks, which is pretty cheap for a sit down meal. And yeah, maybe you're doing some shopping while you're there, pick up a T shirt, something like that.

[Jessica Mendoza]

And Cracker Barrel doesn't sell just food and tchotchkes, but a version of Americana. It's a heritage brand built on nostalgia and comfort. But after more than half a century of the classics, customers felt Cracker Barrel was getting stale. In surveys, the restaurant was getting mediocre marks for food, value, experience and convenience. Last year, foot traffic was down 16% from 2019. The dinner business was looking soft and in store. Retail sales were down and Cracker Barrel's.

[Heather Haddon]

Guests really have skewed older. So 65 plus. And that was really hard for them during the pandemic because that's a lot of the folks who, you know, didn't go out to restaurants during the pandemic and then didn't really return. So they were struggling with loss of traffic. They just weren't doing great and were losing share to other casual dining chains who were proving themselves more. So they had been at this moment where, you know, it Seemed like it was time to do something.

[Jessica Mendoza]

And so what did they do to try to right the ship?

[Heather Haddon]

So the first thing they did is they brought in a new CEO.

[Julie Fels Messino]

What we're doing is very intentional. It's all based in research. We've talked to all of our guests. We talked to our team members.

[Jessica Mendoza]

In 2023, Cracker Barrel hired Julie Fels Messino, a food and beverage exec with a kind of corporate pedigree the brand craved.

[Heather Haddon]

Julie Fels Messino had experience in what, you know, may call maybe slightly younger, trendier brands like Starbucks and Taco Bell. She worked at Taco Bell International and she came in with a lot of energy and she looked at the business and said, we need to do something different.

[Jessica Mendoza]

The idea was to modernize and attract a younger clientele. Massino came up with a three year transformation plan. The changes ranged from shaking up merchandise in retail stores to remodeling some of the restaurants, to rolling out cocktails like mimosas on the menu.

[Julie Fels Messino]

They're literally having a beer or a glass of wine with their meal. Or frankly, you know, we sell a lot of mimosas for brunch.

[Jessica Mendoza]

Some of the tweaks worked.

[Jordan Davis]

The menus, in my opinion, were much.

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[Sydney Sweeney]

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[Jessica Mendoza]

Other changes, like the decluttering of walls, weren't such a hit.

[Heather Haddon]

America wants to go in Cracker Barrel.

[Jessica Mendoza]

And have Cracker Barrel vibes. Here's the problem.

[Heather Haddon]

It doesn't look modern.

[Jessica Mendoza]

It looks corporate. HR level corporate. Broadly, though, things were looking up. In June, the company posted four consecutive quarters of same store sales growth in the restaurants.

[Heather Haddon]

This was exciting. You know, it did seem like some of the things were working. I wouldn't say, you know, off the charts, but it was starting to show some progress.

[Jessica Mendoza]

Then earlier this month, Cracker Barrel threw a party in New York City to celebrate the new logo. That cleaner, simpler design without the old timer. Affectionately known as Uncle Herschel, the company brought in country music singer Jordan Davis to hype up the crowd.

[Jordan Davis]

Thank y'. All. Thank y'. All. Thank y'. All. My name's Jordan Davis. Cracker Barrel than y'. All. So much for allowing us to be a part of this.

[Jessica Mendoza]

But soon after the relaunch, things went sideways. Online outrage picked up.

[Heather Haddon]

A lot of people did take some offense to it. Like they, they like the old timer. They, they like him being there. It symbolizes maybe a simpler time or country living. And they didn't like that he was gone. They wanted the old timer back.

[Jessica Mendoza]

Cracker Barrel told Heather it did extensive customer surveys on the logo before revealing the change and that customers liked the modernized branding. But online, the anger was growing. Some right leaning commentators called for Massino to resign, accusing the brand of woke virtue, signaling they equated the loss of the old timer with the erasure of tradition.

[Heather Haddon]

It's not at all about a logo. It is about a country, it is about our heritage and it is about our culture. The most prominent person who spoke out is the President. Eventually, Donald Trump himself weighed in. The president said in part today, quote, cracker Barrels should go back to the old logo, admit a mistake based on customer response. So this whole thing has really had a cost for Cracker Barrel. So their stock dropped. It had been trading at about $60 a share before this. Then it went down to something like 54. I mean, this was, this was real.

[Jessica Mendoza]

But Heather says this outrage wasn't entirely organic. One of the loudest voices fanning the flames was a longtime Cracker Barrel antagonist. A big shareholder in the company.

[Heather Haddon]

There's a guy who's been behind a lot of this outrage and his name is Sardar Biglari. This activist investor who's had a 14 year axe to grind and has nothing to lose by airing his grievances.

[Jessica Mendoza]

In a word, can you describe his relationship with Cracker Barrel?

[Heather Haddon]

Contentious is what I would say.

[Jessica Mendoza]

That's next.

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@Mintmobile.Com Switch upfront payment of $45 for three month plan. $15 per month equivalent required. New customer offer first three months only, then full price plan, options available, taxes and fees extra. Cmno.com cracker barrel was facing what our colleague Heather calls a perfect storm.

[Heather Haddon]

You know, customers having feelings about the brand, this larger political moment and polarization in America. And this activist investor who just keeps going after Cracker Barrel over and over.

[Jessica Mendoza]

Again, that activist investor is Sardar Baglari.

[Heather Haddon]

So Sardar Baglari came to the US with his family from Iran, came as a young kid, and basically seems to have been just taken with Warren Buffett and the idea of making money from a very early age.

[Jessica Mendoza]

Baglari made his millions after starting a hedge fund. He would buy mostly struggling restaurant chains and shake them up. In 2008, he zeroed in on Steak n Shake, a burger chain weighed down by debt. Baglari forced what's called a proxy fight, a shareholder showdown where an investor challenges the leadership of the company. He won, and he made himself CEO. Baglari eventually built his own conglomerate, the Glary Holdings. And then Cracker Barrel caught his attention. By 2011, Baglari's holding company had become the biggest shareholder in Cracker Barrel with more than 9% of its shares.

[Heather Haddon]

So Baglary, what he did successfully at Steak N Shake, he wants to do a Cracker Barrel, he wants to run kind of quick down and dirty proxy fight at Cracker Barrel and take it.

[Jessica Mendoza]

Over as a shareholder. Baglari wanted more say over the company's future. His goal was to get a board seat to influence Cracker Barrel's direction. But doing that wasn't so simple.

[Heather Haddon]

Things don't go as easily as with Steak N Shake. Cracker Barrel, you know, is a bigger brand than Steak N Shake. It has institutional investors. It's a more sophisticated brand to try to take over, and it doesn't work. But he does not give up. He is determined. So over the course of 10 years, he runs five more proxy campaigns.

[Jessica Mendoza]

Five more, yes.

[Heather Haddon]

Which is extremely unusual.

[Jessica Mendoza]

Ultimately, Baglari mounted seven proxy fights. Each time he was blocked. He did have a smaller victory in 2022 when one of his nominees got a seat on Cracker Barrel's board. Baglari agreed not to publicly disparage the company for about two years. But when Julie Messino started spending on remodels and brand updates that would cost hundreds of millions of dol, that was exactly the kind of plan Baglari hated. In June, he met with executives at Cracker Barrel, including Massino, to air his complaints.

[Heather Haddon]

And then he plunks down this letter where he has all these demands, where again, he's saying Cracker Barrel needs to move back to its core. He doesn't think it should spend a lot of capital on things like these brand remodels, restaurant remodels, and he's basically saying, I don't like your strategic plan more or less. And he gives him that letter and the brand basically says, no, thank you.

[Jessica Mendoza]

In a statement, Cracker Barrel said Biglari's proxy efforts were made for, quote, purely self interested reasons. Thankfully, the company added, our shareholders have consistently rejected his proposals and nominees by overwhelming margins each time. So let's fast forward to this month when this logo outrage starts. How does Baglari's company, Steak N Shake, get involved in this?

[Heather Haddon]

So Steak N Shake started posting on X, you know, with, with glee almost about Cracker Barrel's issues, you know, retweeting some prominent conservatives who had taken on this issue and just saying they're right. Cracker Barrel has not been well managed and stop the brand refresh and you know, again, really fomenting some of these personal attacks on the CEO. You know, fire the CEO and also then hyping his own brand, Steak N Shake, saying, you know, we are authentic, they are not. So, yeah, really attacking Cracker Barrel, really hyping its own brand and, you know, playing up all this online outrage.

[Jessica Mendoza]

In one post, Biglari's burger chain shared an image of a red hat that reads, biglari was right about Cracker Barrel. Another picture shows a red hat with the slogan fire Cracker Barrel CEO. And then Cracker Barrel crumbled. Just a week after unveiling its new logo, the company did a 180.

[Heather Haddon]

We have a major update to that Cracker Barrel logo saga. The company is returning to its old logo.

[Jessica Mendoza]

Cracker Barrel cracking under pressure, abandoning their.

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Newly redesigned logo following backlash from loyal customers.

[Jessica Mendoza]

Our new logo is going away and.

[Julie Fels Messino]

Our old timer will remain.

[Jessica Mendoza]

After Cracker Barrel backed down, its stock started to rebound. But Steak N Shake or Big Larry wasn't satisfied.

[Heather Haddon]

Baglari is not stopping, so he's like, great, we have the old logo back, but, you know, stop the brand refresh. I still have this axe to grind against the brand and he just can't let go of this because he's still going.

[Jessica Mendoza]

It doesn't seem like he got the control that he wanted.

[Heather Haddon]

He has not gotten the control he wanted.

[Jessica Mendoza]

Baglari and his holding company didn't respond to requests for comment. So Uncle Hershel lives on for now. The grudge does too. But here's the irony. This whole logo fiasco and rebranding debacle, it gave Cracker Barrel more attention than it's had in years. In fact, the chain's stock is now trading higher than before. The controversy and customer interest has spiked.

[Heather Haddon]

You know, some attention actually might be okay. I mean, the Google searches for Cracker Barrel are at an all time record high when people are actually thinking about this brand and maybe going and looking them up and their menu in a way that they really never have in years. So near term, I mean, this could be helpful. Maybe people are interested in checking out Cracker Barrel. Yeah.

[Jessica Mendoza]

And it's funny because the timing is interesting too. You know, we're going into Labor Day weekend and if you're thinking about where you might stop on your way to wherever you're going on your road trip, like this is a brand that might be top of mind at the moment.

[Heather Haddon]

I have actually mapped out where we could potentially go to a Cracker Barrel in Wisconsin this weekend. So, yes, I am among those who are looking at where can we stop at a Cracker Barrel and see, see how it's doing right now.

[Jessica Mendoza]

Amazing. That's all for today. Friday, August 29 the Journal is a co production of Spotify and the Wall Street Journal. The show is made by Kathryn Brewer, Pia Gadkari, Carlos Garcia, Rachel Humphries, Sophie Kodner, Ryan Knudsen, Matt Kwong, Colin McNulty, Annie Minoff, Laura Morris, Enrique Perez De la Rosa, Sarah Platt, Alan Rodriguez Espinosa, Heather Rogers, Pierce Singhy, Jeevika Verma, Lisa Wang, Catherine Whalen, Tatiana Zemis and me, Jessica Mendoza. Our engineers are Griffin Tanner, Nathan Singapok and Peter Leonard. Our theme music is by so Wiley. Additional music this week by Katherine Anderson, Peter Leonard, Billy Libby, Bobby Lourd, Emma Munger and Blue Dot Sessions. Fact checking this week by Kate Gallagher. Thanks for listening. We're off on Monday, but we'll be back with a new episode on Tuesday. See you then.