Cracker Barrel's chief executive, Julie Felss Masino, has publicly stated she feels she was 'fired by America' following a severe backlash to her attempts to modernise the classic American restaurant chain. This dramatic comment came during an interview where she discussed the intense criticism and a recent investor vote that ultimately secured her position.
Investor Vote and Leadership Controversy
Despite the widespread public outcry, Julie Felss Masino, the restaurant's president and CEO, was saved by investors last week when a significant 75 percent of shares were cast in her favour. This crucial vote came after Masino's contentious efforts to give the brand a 'woke' revamp, a strategy that alienated many of its core customers.
In a candid conversation on The Glenn Beck Podcast, host Glenn Beck asked Masino if she was surprised she wasn't fired. She responded with a laugh, "Um, I feel like I've been fired by America." Beck's retort was, "That's probably worse." Speaking alongside senior vice president of store operations Doug Hisel, Masino was quick to clarify that a complete restaurant redesign was never the intention.
The Rebranding Missteps and Customer Backlash
Masino explained that the impetus for changes stemmed from customer feedback. "When we were talking to our guests, they said, 'Stores could be a little bit more comfortable. They're real dark. I can't read the menu,'" she recounted. However, she confessed that she and her team may have missed the mark with their execution.
"We're sorry that that's what people feel," Masino said. "That was not the intent. It was not the intent. It hurts me, because I don't want people to be mad at Cracker Barrel." She emphasised that the goal was to "invite new people in" and "show them the magic that is Cracker Barrel."
Hired in 2023 after leadership roles at Taco Bell, Masino was tasked with refreshing the brand, boosting sales, and attracting younger customers. As part of this strategy, she cut the company's dividend to free up hundreds of millions of dollars for remodelling restaurants, modernising the brand, and upgrading technology.
Consequences and a Return to Tradition
The chain faced intense criticism, particularly for a logo change that removed its longtime 'old timer' character. Following a massive backlash from customers and conservatives, including from former President Donald Trump, Cracker Barrel was forced to reinstate the classic logo in August. The company also paused store remodels, reshuffled management, and promised to return to older cooking methods.
The commercial impact was immediate and severe. Traffic dropped by 8 percent after the new logo was rolled out, and the company expects sales to remain under pressure for the near future.
Adding to Masino's challenges, Cracker Barrel's 93-year-old co-founder, Tommy Lowe, delivered a scathing critique. Lowe, who co-founded the chain in Lebanon, Tennessee, in 1969, accused Masino of failing to grasp what the brand stands for, pointedly referencing her background at Taco Bell. "They're trying to modernise to be like the competition. Cracker Barrel doesn't have any competition," Lowe stated. "They need to work on the food and service and leave the barrel, the logo, alone."
