The Journal. — "The Corporate Grudge Fueling Cracker Barrel's Logo Fiasco"
Date: August 29, 2025
Hosts: Jessica Mendoza and Ryan Knutson
Guest: Heather Haddon
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.
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]
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]
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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]
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
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.