Cracker Barrel taps TruRating tech as it comes under fire for 'branding blunder'

Cracker Barrel has chosen TruRating as its customer insights partner.

In a LinkedIn post, TruRating said: "We’re proud to be working with Cracker Barrel - both through their exciting new “All the More” campaign and in their ongoing commitment to keep the guest voice at the centre of every decision."

"As their customer insights partner, we help Cracker Barrel gather real-time feedback across stores and food orders, giving them a deeper understanding of how guests feel and ensuring every update reflects what matters most. It’s inspiring to see such an iconic brand embrace both tradition and innovation - and we’re delighted to support their journey in bringing even more meaningful experiences to life."

Under fire

The move comes as the US restaurant chain faces a backlash for its attempt at rebranding, labelled crazy, bland and nothing by co-founder Tommy Lowe.

Lowe, now 93, founded the business with his friend Dan Evins in 1969 in Lebanon, Tennessee, to serve country food to interstate travellers.

Cracker Barrel recently unveiled a new text only logo, which removed Uncle Herschel (aka the 'Old Timer') leaning on a barrel. This has now been binned after it faced accusations that it was abandoning its roots.

We thank our guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have. Our new logo is going away and our “Old Timer” will remain.

At Cracker Barrel, it’s always been – and always will be – about serving up delicious food, warm… pic.twitter.com/C32QMLOeq0

— Cracker Barrel (@CrackerBarrel) August 26, 2025

Brittain Ladd, a supply chain consultant and former Amazon executive, said: "I was against Cracker Barrel hiring Julie Felss Masino to be CEO. Masino’s “woke” reputation from her prior employers (which includes Taco Bell) was well known. What happened isn’t a surprise to anyone who worked with Masino in the past."

"Cracker Barrel has always been more than a roadside restaurant - it’s been a brand that embodies comfort, familiarity, and tradition for millions of Americans. Its customers return because it feels like home. To Masino, the tradition needed to change. It’s more than that, actually. Masino wants to erase its history and start over. Her way."

"When a company experiments with its brand identity, it takes a risk. But when those changes signal a lack of understanding of its customers’ values and culture, it goes from risk to outright failure. Nothing frustrates customers more than when they believe a company doesn’t “get them.” The decision to move away from the original logo - and then quickly revert - wasn’t just a branding blunder. It was a sign of leadership that didn’t listen, didn’t respect, and didn’t truly understand the heartbeat of its customer base."

He adds: "Boards must hire based on qualifications, competence, and intelligence only. Anything related to DEI is a minefield of failure waiting to explode. DEI hires always step on a land mine. Just like Masino."

"Cracker Barrel’s board failed. They should have had her improve the quality of the food, make the restaurants operate more efficiently, improve the relationship with restaurant staff, and slowly change the menu to add items to appeal to a broader customer base. Customers can’t eat the logo. The major issues facing Cracker Barrel still remain. Shareholders should vote out every member of the board."

"This isn’t about the company returning to its old logo. This is about the fact that the board of directors hired a CEO woefully out of her depth. On recent media appearances, Masino acted more like a contestant on a game show trying to win a new car, than a CEO who knows what she’s doing. Everything she has recommended has backfired and failed. She has become the story for all the wrong reasons. It’s time for a new CEO."

In a post on X, Cracker Barrel said: "We thank our guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have. Our new logo is going away and our “Old Timer” will remain."

"At Cracker Barrel, it’s always been - and always will be - about serving up delicious food, warm welcomes, and the kind of country hospitality that feels like family.  As a proud American institution, our 70,000 hardworking employees look forward to welcoming you to our table soon."

Fake news

It might have looked like everyone hated Cracker Barrel’s logo change. But according to Cyabra rsearch, 21% of attacking profiles were fake, running a coordinated campaign. They pushed boycotts, targeted the CEO, and drove outrage that contributed to a 10.5% stocks drop (~$100 million lost in days).

“What’s alarming is how real these fakes looked - framing the change as betrayal, amplifying boycotts, and sparking genuine engagement. Just a few hundred fake accounts generated 4.4 million views and thousands of real engagements,” says Dan Brahmy, Co-founder and CEO at Cyabra.

2025 RTIH INNOVATION AWARDS

Customer insights will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.