Cracker Barrel’s business has recovered under the leadership of former CEO Julie Masino, with the company’s stock up roughly 111% since the start of 2026. However, the marketing story surrounding the brand has not recovered, and Masino’s legacy will likely be remembered for the controversy surrounding the company’s logo redesign in August 2025.
The backlash against the new logo was swift and intense, with many customers taking to social media to express their displeasure. The controversy generated close to a year of national attention, including coverage on cable news and late-night talk shows.
Despite the fact that the company reversed its decision and restored its original logo, the negative perception of the brand has persisted. This is not an isolated incident, as other companies, such as The Gap, have experienced similar backlash in response to logo redesigns.
Researchers have identified a psychological phenomenon known as schadenfreude, which refers to the pleasure people take in someone else’s misfortune. This phenomenon can contribute to the persistence of negative perceptions, as people are more likely to engage with and remember negative information than positive information.
This creates a challenge for companies looking to recover from a public relations crisis, as the negative narrative can be difficult to overcome. In the case of Cracker Barrel, the company’s financial recovery has not been enough to overcome the negative perception surrounding the logo redesign.
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Companies can learn from Cracker Barrel’s experience by prioritizing communications planning in the aftermath of a public relations crisis. This can involve proactively addressing the negative narrative and providing a clear and consistent message to customers and stakeholders.
It’s also important for companies to build strong relationships with their board and investors, based on the underlying data and financial performance, rather than the headline cycle. This can help to ensure that the company’s leadership is supported and empowered to make decisions that are in the best interest of the company.
As Masino’s experience demonstrates, even successful business leaders can be vulnerable to the negative consequences of a public relations crisis. However, by prioritizing communications planning and building strong relationships with stakeholders, companies can work to mitigate these risks and protect their reputation.
The story of Cracker Barrel’s logo redesign serves as a reminder that, in the world of business, perception can be just as important as reality. While the company’s financial performance has recovered, the negative perception surrounding the logo redesign has persisted, highlighting the need for companies to prioritize communications planning and reputation management.
