Was an 'Arthur MacWaters' fired from Cracker Barrel over rebrand?

MacWaters' alleged resume attached to an X post also listed roles at Jaguar Land Rover UK, Bud Light, Netflix and other companies.

In August 2025, a social media rumor (archived) claimed Cracker Barrel fired the company's alleged head of rebranding, Arthur MacWaters, after its new logo sparked backlash online.

An X post (archived) shared on Aug. 23, 2025, read:

I was fired from Cracker Barrel today. I ran our company's rebranding team.

Turns out a small group of angry activists didn't like that we took the old guy off the logo and threw a fit.

They blamed me for tanking the stock price 19% and fired me on the spot.

Taking some time to reflect and will start looking for jobs soon!

The post also included what appeared to be a resume listing a stint as Cracker Barrel's chief marketing officer beginning in January 2025. The alleged resume also listed roles at Jaguar Land Rover UK, Bud Light, Netflix and other companies.

(@ArthurMacwaters on X)

Facebook users (archived here and here), including comedian Terrence K. Williams (archived), also shared the claim about the firing. However, the images they shared included only the portion of MacWaters' supposed resume that listed his alleged role at Cracker Barrel.

(Terrence K Williams on Facebook)

Snopes readers searched our website to verify whether the rumor was true.

However, the claim was false. Cracker Barrel confirmed it had no record of employing anyone named Arthur MacWaters, and a LinkedIn profile under that name didn't list any work with the company.

In response to Snopes' emailed inquiry about the social media posts, a spokesperson for Cracker Barrel said, "No, this isn't accurate. There's no record of this individual working for the company."

Cracker Barrel's website confirmed Sarah Moore has worked as the company's chief marketing officer since July 2024.

We also found a LinkedIn profile (archived) under the name Arthur MacWaters that used the same photo as the MacWaters X account. It listed work as the co-founder and president of Legion Health and a senior business analyst for McKinsey & Company — not Cracker Barrel or any of the other companies included on the resume attached to the X post.

Snopes reached out to MacWaters to confirm whether his post was intended as a joke, but did not hear back by the time of publication. However, there were several signs that the post was meant to be humorous.

For example, the supposed resume he shared included roles at other companies that have recently been embroiled in controversies over "wokeness," including Jaguar Land Rover and Bud Light. It also showed he was working at both Cracker Barrel and Jaguar Land Rover at the same time, which would be highly unlikely.

The alleged resume also said MacWaters worked as "part of the talented cross-functional team that was responsible for ideating and launching New Coke," referring to Coca-Cola's 1985 rebranding effort that backfired on the company.

Snopes has previously reported on other rumors about Cracker Barrel, including false claims that the restaurant chain was closing all of its locations. We also examined the controversy over its 2025 logo change.