The son of Cracker Barrel Old Country Store's founder has launched a blistering attack on the chain's current leadership, accusing CEO Julie Masino of a 'disastrous' and 'woke' rebrand that is alienating its loyal, traditional customer base.
Dan Evins, whose father started the beloved Southern-themed restaurant and gift shop chain, has issued a damning verdict on Masino's new strategy. He argues that the attempt to modernise the brand and appeal to a younger demographic is a profound misstep that disrespects the company's core values and heritage.
A Brand Built on Tradition
Evins pointed to the recent removal of the word 'Old' from many marketing materials and store signs as a symbolic and grievous error. For millions of patrons, the folksy, rustic atmosphere is not an outdated concept but the very essence of Cracker Barrel's appeal.
'They are trying to fix something that isn't broken,' Evins stated. 'Our core customers, the people who have been coming for decades, feel betrayed. This isn't the brand my father built.'
'Woke' Initiatives and Customer Backlash
The criticism extends beyond logos and slogans. Evins suggests that a shift in corporate policy and ethos under Masino's tenure, which includes a focus on diversity and inclusion initiatives, has inadvertently pushed away the chain's traditionalist patrons.
This rebrand has been met with significant backlash on social media and from industry commentators, who note that alienating a reliable core demographic in pursuit of an uncertain new one is a dangerous game for any established business.
A Warning for the Future
Evins's intervention is more than a nostalgic lament; it's a stark warning about the financial implications of such a strategy. He fears that by diluting what made the brand unique, the leadership is jeopardising its market position and long-term profitability.
The public condemnation from a figure so deeply linked to the chain's origins puts immense pressure on CEO Julie Masino. It raises serious questions about whether the current trajectory can be sustained without causing irreversible damage to the iconic American brand.
