Outgoing Cracker Barrel CEO to Receive Millions in Severance Pay
Cracker Barrel CEO Julie Masino is set to leave the company after a failed rebranding effort, receiving a severance package totaling $4.63 million over two years. she will officially step down on august 10 and continue advising until October 9, with security arrangements funded by the company.Masino previously led initiatives to update the restaurant’s interior and menu, including efforts to modernize the brand through logo changes and decor updates, but a significant rebrand effort was reversed due to mixed feedback. She was hired in July 2023 and worked to enhance nighttime traffic and seating comfort. The company’s new CEO, David Deno, expresses confidence in the brand’s enduring appeal despite current traffic and sales declines, which show slight improvements but remain below last year’s levels.
Cracker Barrel CEO Julie Masino will receive a substantial amount of severance pay as she departs the company following a failed rebrand attempt last year.
Masino will receive $4.63 million over the two years that follow her departure, according to a report from Fox Business.
She is slated to officially step down on Aug. 10, and will advise the company until Oct. 9 as David Deno becomes its next chief executive.
Cracker Barrel will meanwhile fund security services to protect Masino for a “reasonable period of time” following her advisory role.
NEW: Cracker Barrel CEO Julie Felss Masino to step down just one year after the company’s disastrous rebrand.
Masino oversaw the company’s axing of Uncle Herschel and their restaurants’ iconic tchotchkes.
“The feedback’s been overwhelmingly positive that people like what… pic.twitter.com/QonxhL2bSl
— Collin Rugg (@CollinRugg) July 27, 2026
Masino presided over last year’s attempt to change the Cracker Barrel logo and interior layout.
The chain had allocated $700 million to make dining rooms feel less cluttered and revamp the menu.
Cracker Barrel reversed course and kept their old logo, which features “Uncle Herschel,” a relative of Cracker Barrel’s founder, per the Associated Press.
Masino was hired in July 2023, after which she updated menu items to increase dinnertime traffic.
The executive also pushed for lightening the restaurant walls and installing comfortable seating.
Carl Berquist, the independent chairman of the Cracker Barrel board, expressed gratitude to Masino for “her leadership and commitment to Cracker Barrel.”
He said the company appreciates “her partnership to ensure a smooth leadership transition as we remain focused on the work underway to continue to serve our guests, support our employees, and execute our strategic priorities.”
Deno said in a statement about the leadership transition that Cracker Barrel is a “truly iconic American brand, defined by its unique combination of warm country hospitality, timeless appeal, and deep connection with guests across generations.”
Cracker Barrel said that traffic is improving, but remains lower relative to last year at the same time.
Cracker Barrel CFO Craig Pommells said that store sales dropped 2.6 percent while traffic fell 6.7 percent.
“Although traffic remained negative, we are encouraged by the gradual improvement in the underlying trend,” he said.
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