Cracker Barrel CEO Julie Felss Masino Admits She Misunderstood Core Customers

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Cracker Barrel announced its fourth-quarter earnings on Wednesday, September 17, 2025, revealing a 2.9% decrease in revenue compared to last year. They also saw an 8% decline in customers visiting their restaurants since they tried introducing a new, simpler logo in August.

When the company removed its well-known mascot, “Uncle Herschel,” people immediately protested. Just five days after the change, the company decided to go back to the original branding.

CEO Julie Masino admitted she made a mistake by not realizing how important the classic images were to fans.

We’re aiming to remind both loyal customers and newcomers what makes Cracker Barrel unique – the history, the atmosphere, and, of course, the food. That’s why we quickly brought back our classic logo and are launching new marketing campaigns that celebrate our heritage, especially Uncle Herschel and the fond memories people have of our brand.

We appreciate our customers sharing their thoughts and passion for our brand, and letting us know when we’ve made mistakes.

Even though the company changed its decision, Cracker Barrel’s stock price dropped around 9% in trading after the report was released.

Americana from the Heartland

Cracker Barrel, based in Lebanon, Tennessee, evokes a nostalgic feeling of classic American life-think family, tradition, and friendly, relaxed gatherings.

This restaurant serves up classic Southern food and has a charming shop filled with old-fashioned candies, sodas, and gifts. It creates a cozy, familiar feeling for both visitors and locals, and even the logo is known for its welcoming vibe.

Critics argue that Masino either failed to recognize this or disregarded it entirely.

Julie Masino’s Taco Bell History

This isn’t the first time Masino has faced criticism for misreading a brand’s core identity.

Prior to Cracker Barrel, she led Taco Bell North America (2018-2019) and then Taco Bell International (2020-2023). While she was in charge, several popular menu items – like the quesarito, cheesy fiesta potatoes, spicy potato soft taco, and especially the Mexican Pizza – were taken away, which upset many customers.

Okay, so looking at his history, it seems like this guy, Masino, worked at Starbucks before, and now he’s with Cracker Barrel. Honestly, it feels like he struggles to really *get* what makes brands like Taco Bell and Cracker Barrel – brands people have a long history with – tick. He’s used to a totally different customer, and it doesn’t seem to translate well. It’s like he can’t quite connect with what these loyal customers want.

Calls for Resignation

People are unhappy with Masino’s leadership and are asking her to step down. Sardar Biglari, who leads Steak ’n Shake and owns a large share of Cracker Barrel, has publicly called for her to be removed from her position.

Sardar Biglari wrote this cautionary prediction to Cracker Barrel shareholders on October 8, 2024:

“A Flawed Board Is Responsible for a Flawed Strategy

The Board has approved a plan to update the seating in the units by installing new booths and cushioned benches. These features haven’t been included before…

— Steak ‘n Shake (@SteaknShake) September 10, 2025

On September 9th, Steak ’n Shake’s official X (formerly Twitter) account shared a strong statement from Biglari, criticizing the company’s board and strategy. The post directly called for the CEO to be fired. Additionally, Tommy Lowe, a co-founder of Cracker Barrel, disapproved of the recent changes, describing them as disappointing and warning that moving away from the brand’s history could cause lasting harm.

Okay, so things are *really* escalating with Biglari and the company! While Lowe didn’t outright say the CEO should be fired, Biglari went all-in. He even paid for a billboard in Nashville that just said “Fire The CEO”-can you believe that?-basically making fun of how badly the recent rebranding went. It’s pretty wild to watch!

What’s Next for Cracker Barrel?

Having invested around $700 million in a rebranding effort that was ultimately cancelled, Masino now needs to regain the confidence of customers and investors.

During the recent earnings call, the executive acknowledged that they hadn’t fully appreciated how much customers valued the company’s classic branding. However, she also made it clear they’re committed to improving and becoming a leader in the market, stating, “We are not leading in any area. We will change that.”

Her new plan puts expensive renovations on hold, but will continue with some updates. While some believe this approach will stabilize the company, others worry that moving too far away from its classic style could alienate longtime customers – all without guaranteeing the significant improvements investors are looking for.

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2025-09-20 20:57