Shares of Cracker Barrel Old Country Store have yet to fully recover from outgoing CEO Julie Masino's brief "woke" rebranding effort last year. The family-dining chain quickly restored its iconic "Old Country Store" logo and nostalgic aesthetic. Still, the failed overhaul now appears to have cost Masino her job after exposing a serious failure of brand stewardship.
The Cracker Barrel controversy began on Aug. 18, 2025, when the company published a simplified logo that removed the "Old Timer" and barrel, sparking an immediate online backlash that intensified over the following week.
President Trump called for the oldlogo'ss restoration on Aug. 26, and Cracker Barrel reversed the redesign later that day.
Shares plunged by more than half in the months following the disastrous rebranding attempt and remain about 14% below where they traded before the controversy started.
Bloomberg reports that restaurant industry veteran David Deno will replace Masino.
Deno, who led Outback Steakhouse parent companyBloomin'’ Brands from 2019 to 2024, will take over on Aug. 10. Masino, CEO since late 2023, will remain as an adviser until early October.
Bloomberg Intelligence analysts Michael Halen and Amir Islam said Deno inherits favorable comparisons against last year's logo-driven sales drop, though his long-term success will depend on rebuilding traffic and recruiting experienced executives.
Rebuilding customer traffic starts with Deno understanding the brand's core audience and recognizing where America's Overton window now sits. It has shifted away from the left and far-left fringes toward the political center, as "woke" branding has largely vanished despite efforts by revolutionary socialist activists to revive it.
Tyler Durden Mon, 07/27/2026 - 16:40Authored by James Howard Kunstler,
"The Fauci diary is amazing. He monologues like a Scooby Doo villain."
- El Gato Malo on "X"
Remember Covid-19? Seems like long ago in a world that time forgot. Well, you get to revisit the whole sketchy business on Wednesday, July, 29, when Dr. Anthony Fauci is called to testify about it to the Senate Homeland Security and Governmental Affairs Committee chaired by Sen. Rand Paul (R-KY).
Though half the USA is still psychotic and unable to process reality, the other half of the country understands that Dr. Fauci has some ‘splainin’ to do.
Dr. Fauci was initially invited but declined to appear (didn’t feel like it), so the committee issued a subpoena compelling him (under penalty of up to a year in jail for failure to show).
Because Dr. Fauci was given a peremptory pardon by “Joe Biden,” he cannot legally invoke the Fifth Amendment against self-incrimination.
He will have to answer the questions.
Of course, Dr. Fauci has demonstrated in previous appearances that he is a world champeen of failing-to-recall stuff and, at age 85, one might expect him to work that angle to the max.
One big question hanging over the whole proceeding is whether Covid-19 was concocted in the Wuhan Institute of Virology or “jumped from animals to humans” as Dr. Fauci posited around the 2:14 mark (near the end) of this video from a White House press conference, April, 13, 2020:
The Intel Community now kind of leans toward the lab leak theory.
Anyway, that all leads to another question as to whether Dr. Fauci directed his agency, the NIAID, to arrange funding for gain-of-function research at Wuhan on coronaviruses found in Asian bats.
In other words... did they make the chimeric virus on-purpose?
In past testimony, Dr. Fauci has equivocated and dissembled about that, played word games that led to raised voices between himself and Sen. Paul.
As it happened, then-Director of National Intelligence (DNI) Tulsi Gabbard recently unearthed the paper trail of emails and memoranda between Dr. Fauci and his colleagues / partners in other corners of the epidemiological world that show how, at the time, they were all scrambling to cover their collective asses in the Covid-19 business.
One partner in particular, Peter Daszak of the New York based EcoHealth Alliance, which had channeled many grants to Wuhan since 2014, was especially active in fabricating alibis and ruses — including a major paper in the UK’s leading medical journal, The Lancet (the article was later nullified).
Behind that smokescreen of confabulation lies the wreckage of American society by the evil Covid-19 business.
It was even evident at the time (spring 2020) that President Trump suspected he was being played by the committee of “experts” that had been set up to make Covid-19 policy. His body language suggested as much in news conferences where he shifted uncomfortably from side to side, watching while others spoke at the podium, as if rehearsing his later YMCA dance.
At one point, April 23, 2020, (Fauci wrote in an email) President Trump called advisor Deborah Birx (“Scarf Lady”) into the Oval Office and yelled at her:
“You and Fauci have destroyed the country and the economy. I should never have listened to you. You have completely destroyed us.”
(Thanks to @JeffreyTucker on “X” for citation.)
And that was only the beginning of an event that led to a more momentous string of operations against the welfare of the American people, including the mass shutdown and ruin of small businesses, the orchestrated George Floyd riots, the year-plus of no school, and the mass mail-in ballot policy that enabled widespread voting fraud, ushering-in the election of Deep State tool “Joe Biden,” with the epic fuckery his handlers later laid on the body politic — including the open border, universal DEI, transsexuals celebrated on the White House lawn, the Ukraine money-laundry, weaponization of law and intel, build-out of the USAID-NGO grift matrix to fund Democratic Party operations, and much more.
Note, too, the concurrent disgrace of the medical establishment that went along with Covid policy. The doctors of America ganged up against the patients of America and broke the Hippocratic oath that says first, do no harm. The doctors went along with the fake mRNA vaccines long after it was evident that the shots didn’t work to prevent the disease and, in fact, induced widespread serious injuries, often fatal. The doctors, who followed the jive treatment protocol of ventilators along with remdesivir, the drug that destroyed patients’ kidneys in a matter of days and killed them. The doctors, whose hospitals collected as much as $35,000 per patient documented as dying from Covid (which was often a lie). The doctors who played dumb about the efficacy of ivermectin and hydroxychloroquine. The doctors who still won’t admit that the vaccines are producing increased rates of cancer deaths and immune system failure. Sane Americans today now regard their primary care doctors as no better than 18th century quacks operating out of barbershops. Nice going, docs!
(Apart from the colossal racketeering operation that you have enabled medicine to become.)
One abiding mystery in the bigger picture is why Donald Trump never really addressed the evil trip that was laid on him about Covid-19 by Fauci and many others. . . why he has not denounced the whole wicked business. . . why he has not already allowed HHS-Sec’y Robert Kennedy, Jr., to withdraw the Covid vaccine from approval. . . why one David Morens, a Fauci “advisor” is so far the sole official indicted for attempting to cover-up the funding chain for bat coronavirus research?
Perhaps after Dr. Fauci does his ‘splainin’ this Wednesday, President Trump will feel free to come clean about what happened in March and April of 2020 and do some ‘splainin’ of his own.
If he does, prepare for possible widespread head explosions.
Tyler Durden Mon, 07/27/2026 - 16:20Following the USDA's announcement that it will begin lifting the year-long ban on Mexican live cattle imports on Aug. 24, BMO Capital Markets senior equity research analyst Andrew Strelzik called the decision a "key positive" for publicly traded meatpackers Tyson Foods and JBS.
The restrictions were imposed to combat the New World screwworm, a flesh-eating parasite that threatens livestock. Restoring Mexican cattle flows should gradually ease tight U.S. supplies, improve slaughterhouse utilization, and support beef-processing margins.
"A combination of recent beef plant closures and the recovery of Mexican cattle imports should create a path to U.S. beef packer margin improvement," Strelzik wrote in a Monday morning note, identifying a potential new tailwind for Tyson Foods and JBS.
Strelzik outlined more color:
Combination of recent beef plant closures and recovery of Mexico cattle imports should create a path to U.S. beef packer margin improvement.
Specifically, TSN's/ JBS's previously announced beef plant closures remove ~6% of industry slaughter capacity, while a full Mexico border re-opening would add an incremental ~5% of cattle supply. The 10%-11% improvement in cattle supply/slaughter-capacity balance would raise industry plant utilization closer to normal historical levels, though Mexican imports will take time to flow through the supply chain to slaughter, especially given the USDA's phased reopening strategy.
Notably, we estimate Douglas, AZ typically accounts for ~15% of Mexican cattle imports to the U.S. (note the closest active screwworm case is over 300 miles from the port).
There are uncertainties that will impact the pace and magnitude of beef margin recovery, including the rate at which cattle imports ramp and the type of cattle imported (e.g., fat cattle, feeder cattle). That said, the pace of imported Mexican cattle could materially accelerate with the reopening of New Mexico port of entries. In fact, we estimate the two New Mexico ports of entry combined account for just over half of all cattle imports from Mexico to the U.S. While timing is unconfirmed and hurdles will need to be cleared, we would not be surprised if New Mexico ports of entry were to re-open by early fall if the Arizona reopening is successful. Re-opening can be paused if the USDA identifies increased risk via post-opening audits or other observations/ information.
Border re-opening is a clear positive for Outperform-rated TSN and JBS, as meaningful inflection in U.S. beef margins could finally be on the horizon. Every $100mm change in TSN's beef performance has an ~$0.20 EPS impact (~5% of our FY27 EPS estimate), while every $100mm change in JBS's beef EBITDA is equivalent to ~2% of our 2027 EBITDA estimate. While heifer retention has been slow, the combination of plant closures and Mexico re-opening can create a bridge to underlying herd rebuilding. We note that heifers as a percent of slaughter decreased to 36% in June (from 40% previously), falling below the historical average.
Shares of both meatpackers have been pressured in recent months as New World screwworm detections in Texas and elsewhere have intensified concerns about already tight cattle supplies.
Mexican cattle represented about two-thirds of U.S. live cattle imports between 2020 and 2024, but most are lightweight feeder animals that require additional feeding before slaughter. The Aug. 24 reopening will begin at only one Arizona border crossing, meaning additional supply will enter gradually.
The immediate benefit should be lower cattle procurement pressure and improved margins for the meatpackers.
Related:
Yet beef prices are likely to stay elevated rather than enter a bear market. The U.S. herd remains near multidecade lows, and Bank of America's recent interview with a cattle expert suggested that elevated retail prices could persist for several years. Read the report.
We suspect the Trump administration's decision to restore live cattle imports from Mexico is part of a broader effort to ease food inflation and improve affordability ahead of the midterm elections.
Tyler Durden Mon, 07/27/2026 - 15:45