Cracker Barrel Restructures Leadership in the Wake of Recent Controversy

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Cracker Barrel Old Country Store, Inc. revealed several changes to its leadership and how the company is structured this week. These changes are part of an effort to improve the company’s reputation and regain customer confidence following several months of public issues.

“These changes to how our company is organized, including new leaders and promotions, are a key part of our plan to better deliver consistently delicious food and friendly, welcoming service,” said Julie Masino, President and CEO of Cracker Barrel, who will continue in her role despite calls from some fans for a change. “This shift simplifies our structure and allows us to concentrate on making sure every meal and every guest experience embodies the attention to detail and high standards we’re known for.”

Key Leadership Changes

The restructuring includes several notable appointments and promotions:

I’m hearing some interesting news from the company today! Doug Hisel has been promoted to SVP, Store Operations, and he’ll be in charge of both Field Operations and Operations Services. He’s a real company man – a veteran of 18 years! This move sees him stepping into a newly defined role, effectively taking over the responsibilities previously held by the now-discontinued position of SVP/Chief Restaurant & Retail Operations Officer. It’s a big change, but seems like a natural progression for Hisel.

Thomas Yun is back as Vice President of Menu Strategy & Innovation, taking over from Matthew Banton. Yun previously led the development of several successful menus between 2022 and 2024.

Following the retirement of Laura Daily, SVP, Chief Merchant & Retail Supply Chain, Heather Hager (VP, Retail & Design) and Heather Gammon (VP, Demand Planning) will take on additional duties. They will be expanding their roles to cover areas previously handled by Ms. Daily.

Masino expressed gratitude to Laura Daily for her dedication over the years, and stated: “We’re dedicated to continuously getting better as we develop the Cracker Barrel brand, and we’ll always respect the traditions that make it so unique.”

A Public Outreach—or Just a Shell Game?

The timing of these changes is worth paying attention to. Cracker Barrel has been facing criticism because of its recent efforts to refresh its brand, including a new logo and updated store designs. Many loyal customers felt these changes moved away from the company’s traditional, nostalgic image.

The situation has become worse due to activist investor and Steak ’n Shake CEO Sardar Biglari, who has been very vocal in his efforts to remove Masino from their position.

Biglari went so far as to pay for a billboard that mocked the company’s new logo. It displayed a straightforward message: “Fire the CEO.”

Some see the recent changes in leadership as a way to fix problems, but others aren’t convinced it’s a real solution to issues like worsening food and a shift in the restaurant’s classic style. Concerns have also been raised about Ms. Masino’s background with large chains like Taco Bell and Starbucks, leading some to wonder if she can truly bring back the Cracker Barrel experience that longtime customers appreciate. It’s possible this is just a superficial change rather than a deep fix.

How Will the Public Respond?

When a company tries to reinvent itself, the most important sign of success is whether its customers come back. For many years, Cracker Barrel has been known for its classic, American style: think rocking chairs outside, warm, comforting meals, and a shop that feels like stepping back in time.

The brand’s recent efforts to appeal to a younger audience unfortunately turned off many loyal, long-time customers. Simply changing leaders won’t fix the problem-they need to bring back the high-quality food, welcoming atmosphere, and core values that originally made the chain so popular.

If Masino and her team follow through on their commitments-maintaining the familiar Uncle Herschel logo, ensuring the atmosphere remains welcoming, and restoring the food quality that guests fondly recall-Cracker Barrel could still recover its previous standing. And if they’re successful, it might inspire other companies to prioritize their dedicated customers instead of simply following the latest trends. This could be a valuable lesson for businesses everywhere.

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2025-10-04 14:57