COMMENTARY: In today's Media Commentary, MTSU Professor Larry Burriss, who has been a longtime staple in the School of Journalism & Strategic Media department, compares Cracker Barrel’s recent changes to the infamous product missteps of Coca-Cola and Necco Wafers, both of which faced consumer backlash when altering their original formulas. In those cases, public pressure forced the companies to revert to their classic products, reinforcing the power of loyal customer preferences. With repeats in historic misteps, here is Dr. Burriss... Cracker Barrel lost nearly $100 million in market value on August 21, 2025, after backlash over its new logo, with some reports estimating losses closer to $200 million at their peak. In seeing the repercussion, the company that began with simple roots in nearby Lebanon, Tennessee, quickly reverted to its original logo the next day, which helped the stock rebound and stabilize, erasing much of the previous decline. The controversy came as part of CEO Julie Felss Masino’s broader push to modernize the brand, but critics argued the changes strayed too far from Cracker Barrel’s traditional Americana roots.

• Listen to more commentaries by Dr. Larry Burriss at MTSU by clicking here. Scroll down to learn more about the professor’s background.

About Dr. Burriss - Dr. Larry Burriss is a highly accomplished professor of journalism with extensive experience in both academia and professional media. He teaches introductory journalism courses, media law, and quantitative research methods at the graduate level.

His academic credentials are impressive, holding five degrees:

• B.A. in Broadcast Journalism – The Ohio State University

• M.A. in Journalism – The Ohio State University

• M.A. in Human Relations – University of Oklahoma

• Ph.D. in Journalism – Ohio University

• J.D. – Concord Law School

Dr. Burriss has a distinguished career in print and broadcast news, public relations, and academic research. He has published extensively in both scholarly and popular publications, covering topics such as presidential press conferences, NASA photography, radio news, adolescent social media use, legal research, and even studies on Middle Earth.

In addition to his teaching and research, Dr. Burriss has held numerous leadership roles, including director of the School of Journalism, dean of the College of Mass Communication, and president of the MTSU Faculty Senate. His contributions to the state include being appointed by Governor Phil Bredesen to serve on the Tennessee Board of Regents.

A decorated professional, Dr. Burriss has won first place in the Tennessee Associated Press Radio Contest nine times. He also has a distinguished military background, serving as a lieutenant colonel in the U.S. Air Force. His active-duty service included deployments to Mali, Somalia, Bosnia, Central America, Europe, and the Pentagon.

Dr. Burriss continues to inspire students and colleagues with his vast knowledge, experience, and dedication to the field of journalism and media studies.