Cracker Barrel Old Country Store, Inc. announced a series of leadership and organizational changes this week as the company works to stabilize its image and win back consumer trust after months of controversy.
“These changes to our organizational structure, along with new leadership appointments and promotions, mark a strategic step forward as we sharpen our focus on consistently craveable food and warm country hospitality,” said Julie Masino, the President and CEO of Cracker Barrel who will not be losing her job in the restructuring despite demands by many Cracker Barrel fans. “This transition reduces layers in the organization as we bring a hyperfocus on ensuring both every plate served and every interaction with our guests reflects the care and quality we stand for.”
Key Leadership Changes
The restructuring includes several notable appointments and promotions:
Doug Hisel has been promoted to SVP, Store Operations, overseeing Field Operations and Operations Services. An 18-year veteran of the company, Hisel replaces the now-eliminated SVP/Chief Restaurant & Retail Operations Officer role.
The exterior of a Cracker Barrel Restaurant at Night – Photo Credit: Cracker Barrel
Thomas Yun returns as VP, Menu Strategy & Innovation, replacing Matthew Banton. Yun previously spearheaded several successful menu launches from 2022–2024.
Heather Hager (VP, Retail & Design) and Heather Gammon (VP, Demand Planning) will expand their responsibilities following the retirement of Laura Daily, SVP, Chief Merchant & Retail Supply Chain.
A mantle and fireplace at Cracker Barrel – Photo Credit: Cracker Barrel
Masino thanked the departing Laura Daily for her years of service, adding: “We are committed to ongoing improvements as we build on Cracker Barrel’s legacy and honor the traditions that make this brand so special.”
A Public Outreach—or Just a Shell Game?
The timing of these changes is notable. Cracker Barrel has been reeling from backlash over its recent brand overhaul attempt, which included a controversial logo redesign and updated store concepts that many fans saw as abandoning the company’s nostalgic identity.
The fallout has been compounded by activist investor and Steak ’n Shake CEO Sardar Biglari, who has led a very public campaign to oust Masino.
A photo of Cracker Barrel CEO Julie Felss Masino – Photo Credit: Cracker Barrel
Biglari even sponsored a billboard featuring a parody of the company’s rebranded logo with the blunt message: “Fire the CEO.”
While the leadership shuffle may be framed as a corrective measure, skeptics question whether it is a genuine response to customer complaints—such as declining food quality and store décor moving away from traditional roots—or simply a cosmetic reorganization. Masino’s career history with corporate chains like Taco Bell and Starbucks has also fueled doubts about her ability to restore the Cracker Barrel experience that loyal patrons expect.
How Will the Public Respond?
In any corporate reset, the ultimate test is whether customers return. For decades, Cracker Barrel has built its reputation on traditional Americana: rocking chairs on the porch, comfort food served hot, and a nostalgic country store feel.
The stock drop after Cracker Barrel rebranded its iconic logo – YouTube, TODAY
The brand’s recent attempt to modernize for younger demographics alienated many long-time fans. Winning them back will require more than just a leadership shuffle—it will mean restoring the food quality, atmosphere, and values that made the chain beloved in the first place.
If Masino and her team can deliver on those promises—keeping Uncle Herschel on the logo, keeping the porch inviting, and bringing back the food quality guests remember—Cracker Barrel may still have a chance to regain lost ground. And if it succeeds, perhaps it will set an example for other corporations chasing trends at the expense of their loyal customers.
How do you feel about this Cracker Barrel leadership restructuring? Sound off in the comments and let us know!
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