- In today’s CEO Daily: Lessons from the Cracker Barrel crack up.
- The big story: South Korea’s president travels to D.C.
- The markets: Asia shoots upward after Powell signals openness to rate cuts.
- Plus: All the news and watercooler chat from Fortune.
Good morning. Lila MacLellan here, filling in for Diane Brady. It’s a dilemma any CEO who has taken over a troubled-yet-beloved brand can relate to. How do you freshen things up without alienating loyal customers? We’re talking, of course, about the frenzy around Cracker Barrel, which has seen a brutal reaction to its modernization push and especially its new streamlined logo unveiled last week. Although the logo looked similar to the old one—brown and yellow with the same old-timey font—it didn’t include a literal barrel and the elderly character who had sat on a chair next to it for most of the company’s 56 years.
When I asked David Reibstein, a professor of marketing at The Wharton School, for his take on the fiasco, he gave the company and CEO Julie Felss Masino a mixed review. Brands have little choice but to make refreshments and face the ire of loyal customers who might feel unsettled by newness, so he applauds the CEO for insisting that Cracker Barrel evolve.
After all, as Jake Bartlett, an analyst at Truist Securities, points out, foot traffic at the restaurants has been dropping for years, and Masino, who joined in 2023, promised investors a grand transformation that will pay off in 2027. “They do need to widen their demographic appeal,” he says, “and make sure that they’re appealing to young families and younger consumers.”
To that end the company had been testing a range of updated, less cluttered interiors at a fraction of its shops and talking to investors and customers about the experiments for months. Masino also recently appeared on Good Morning America and addressed some criticism of the new look; despite social media posts featuring customers calling the remodels bland and charmless, the CEO said most feedback has been overwhelmingly positive. She also reassured fans that the Cracker Barrel of their childhoods is still intact. “The soul of Cracker Barrel is not changing,” she said. “The rocking chairs are still there. The fireplace is there, the peg game, all the things that make Cracker Barrel, Cracker Barrel.”
But when it came to the logo change, the company said little, and the market filled in the blank, deriding the logo as boring. Some conservative activists went further, accusing the CEO of abandoning the brand’s heritage in the name of “wokeness.” That line of discussion escalated to an absurd degree.
The core of the issue may not be the logo at all. It’s that, in revamping the company’s image, leadership failed to communicate a vision of Cracker Barrel’s next chapter. “It’d be nice if Cracker Barrel would say, ‘Here’s what we now stand for,’” Reibstein observed, rather than, ‘We’ve just changed some of the background around our name.’”
That’s something the late graphic designer Paul Rand, who created IBM’s iconic eye-bee-“M” rebus logo, knew all too well. “A logo derives its meaning from the quality of the thing it symbolizes,” he once wrote, “not the other way around.” —Lila MacLellan
More news below.
Contact CEO Daily via Diane Brady at diane.brady@fortune.com
Top news
Korea’s president meets Trump
South Korea president Lee Jae Myung is in D.C. today for talks with U.S. President Donald Trump for a meeting expected to focus on North Korea and security, including a possible Trump demand for Seoul to do more to support the U.S.’s military presence in the country. Lee just wrapped up a Japan trip where he pledged to work with Tokyo on shared challenges like AI and falling birthrates.
Trump attacks ABC and NBC
U.S. President Donald Trump said he’d support taking ABC and NBC’s licenses away in a late night social media post on Sunday. Complaining that the two networks published “97% bad stories,” Trump called them an “arm of the Democrat Party” and should “have their licenses revoked by the FCC.”
KPop at the top
Netflix’s KPop Demon Hunters took the No. 1 spot at the North American box office this weekend, netting an estimated $18 million. It’s the streaming giant’s first box office victory, after it re-released the animated hit in a special in-person “singalong” event.
The U.S. government takes a 10% stake in Intel
Trump announced Friday that Intel will give the U.S. government a 10% stake in the company, worth about $10 billion. The U.S. government reportedlyisn’t getting a board seat nor will be involved in corporate governance. Intel shares rose 5.6% on Friday.
Meta’s $10 billion Louisiana investment
Meta is investing $10 billion into a sprawling new data center in rural Louisiana. The company says the project is key to its pursuit of “superintelligence,” and is working with regional energy player Entergy to build new power plants. But the project is worrying both environmentalists and Big Oil, with the latter concerned about rising energy costs.
In conversation with the first Neuralink patient
Eighteen months after becoming the very first human to get a Neuralink brain implant, Noland Arbaugh, who lost sensation and movement below his shoulders in 2016, says the device has radically changed his life. “I feel like I have potential again,” he tells Fortune’s Jessica Mathews.
The markets
Asian markets are up after Fed Chair Jerome Powell suggested he was open to an interest rate cut next month. Hong Kong’s Hang Seng Index is up 1.9%, Taiwan’s TAIEX is up 2.2%. Asia tech is surging, with both Baidu and Alibaba up more than 5%. S&P 500 futures are down 0.2% after the U.S. market index surged 1.5% on Friday after Powell’s address. India’s NIFTY 50 is currently up 0.5% in morning trading; the STOXX Europe 600 is down 0.3%. Bitcoin is down 2.8%
Around the watercooler
The Federal Reserve could start resembling the Supreme Court by Jason Ma
‘Weaponization of a sandwich’—Subway’s footlong is becoming an icon of resistance against Trump’s D.C. police takeover by Nino Paoli
I’m a CEO who was raised by a truck driver and a factory worker. The 2.7 billion shift-based workers around the world need tech that works for them by Silvija Martincevic (Commentary)
Today's edition of CEO Daily was compiled and edited by Joey Abrams and Nicholas Gordon.
