The rocking chairs are still on the porch, but the vibe inside the corporate headquarters in Lebanon, Tennessee, has been anything but relaxing lately. If you've been following the news or scrolling through disgruntled investor threads, you've probably seen the question popping up everywhere: is the ceo of cracker barrel going to be fired? It's a valid question. Julie Felss Masino, who took the reins in late 2023, has had a rough go of it. We’re talking about a brand that is essentially a sacred cow of American nostalgia. When you start messing with the "Old Country Store" DNA, people get loud. And when the stock price takes a nose-dive, the people with the money get even louder.
The "Fired by America" Moment
Honestly, things got weirdly personal in late 2025. During an interview on The Glenn Beck Podcast in November, Masino dropped a line that went viral for all the wrong reasons. She admitted that after the backlash to a proposed brand redesign, she felt like she had been "fired by America."
That’s a heavy sentiment for a CEO to carry.
The drama centered on a "modernization" attempt that some fans felt stripped away the rustic charm they loved. There was even a whole thing about the logo losing the iconic man leaning on a barrel. People hated it. Like, really hated it. The company eventually had to do a massive U-turn, issuing a public apology and suspending the redesign efforts in September 2025.
For a few weeks there, the rumors were flying. Would the board cut their losses?
The Vote That Kept Her In
Despite the PR nightmare and a "DEI manager" reportedly getting the axe during the fallout, the board of directors did something that surprised the critics. On November 20, 2025, shareholders took a vote on leadership. They decided to keep Julie Felss Masino as CEO.
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It wasn't a unanimous cheer, though.
Activist investor Sardar Biglari, who has been a thorn in Cracker Barrel’s side for over a decade, was vocal as ever. After the vote, Biglari Capital released a statement basically saying the company’s value wouldn't be restored until the board admitted its mistake and fired the CEO. He pointed to the "cratering" stock price as evidence.
But for now, the board is standing by their choice. They seem to believe that firing a CEO less than two years into a massive multi-year transformation plan would cause more chaos than it solves.
Why the Rumors Won't Die
Even with the board's backing, the question of whether the CEO of Cracker Barrel is going to be fired keeps surfacing because the numbers are, frankly, pretty ugly.
In December 2025, the company reported its first-quarter results for fiscal 2026. It wasn't pretty.
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- Total revenue was down 5.7% compared to the previous year.
- Comparable store restaurant sales dropped by 4.7%.
- Retail sales (the gift shop side) took a massive 8.5% hit.
- Adjusted EBITDA plummeted from $45.8 million to just $7.2 million.
That’s a lot of red ink.
When a company loses $24.6 million in a single quarter, the "hot seat" starts getting very warm. Masino has been transparent, though. She acknowledged the results were "below expectations" and warned that the recovery will take time. She's leaning hard into a restructuring of the corporate support center to save about $20 million to $25 million annually.
The Strategy: Pivot or Perish?
So, why isn't she gone yet?
Business transformations at this scale are like turning a literal freighter. You can't just jerk the wheel. Masino came from Taco Bell with a reputation for being tech-savvy and innovative. The board hired her specifically to move Cracker Barrel into the 21st century—better digital tools, a loyalty program (Cracker Barrel Rewards), and a more efficient menu.
The problem is the "core" customer doesn't necessarily want innovation. They want meatloaf and a peg game.
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Masino's task is a tightrope walk. She has to find a way to attract younger diners who want a digital-first experience without alienating the seniors who have kept the lights on since 1969. If she can't find that balance by the end of 2026, the board’s patience will likely evaporate.
What Most People Get Wrong About the CEO's Job Security
People often think a CEO gets fired the moment a "woke" controversy hits or a redesign fails. In the real world of corporate governance, it’s usually about the long-term debt and dividend stability.
Cracker Barrel recently slashed its dividend from $1.30 down to $0.25. That hurt shareholders' pockets deeply. They also took on more debt—specifically a $345 million offering of convertible senior notes due in 2030.
The board is essentially betting the farm on Masino's "Strategic Transformation Plan."
If they fire her now, they’re admitting the entire $600 million investment plan she’s leading is a bust. Boards hate admitting they were wrong that quickly. They’d rather give her the "investment years" of 2025 and 2026 to see if the promised acceleration in 2027 actually happens.
What to Watch for Next
If you’re wondering if the CEO of Cracker Barrel is going to be fired, stop looking at the Twitter (X) outrages and start looking at these specific indicators:
- The Q2 and Q3 2026 Earnings: If the comparable store sales don't stop the bleeding, the "institutional" investors (the big banks and funds) will start joining Biglari’s call for a change.
- The Remodel Test: Cracker Barrel is testing a "refined" store look in about 25-30 locations. If those stores show a significant jump in traffic from younger demographics, Masino is safe. If they don't, she's in trouble.
- The "America" Sentiment: Masino needs to win back the "emotional" shareholders. If the brand continues to feel "corporatized" and loses its soul, the pressure from the base might become too loud for the board to ignore.
Actionable Insights for the Concerned Fan or Investor
- Keep an eye on the Rewards Program: This is Masino's baby. If you see the company reporting massive sign-ups and increased "frequency" (people coming back more often), her strategy is working.
- Watch the Menu: They are streamlining. If your favorite dish disappears, that's part of the cost-cutting. If the quality stays high while the menu gets smaller, that’s a win for the kitchen's efficiency.
- Don't bet on a quick exit: As of January 2026, Julie Felss Masino has the "full confidence" of the board, despite the rough Q1. Unless there is another massive PR blunder, she likely has until the end of the 2026 fiscal year to show a trend toward profitability.
The "fired by America" comment might have been a slip of the tongue, but it perfectly captured the tension. Cracker Barrel isn't just a business; it’s a cultural landmark. Transitioning a landmark into a modern competitor is the hardest job in the restaurant industry right now. Whether Masino survives it depends entirely on whether she can make the numbers look as good as the biscuits.