If you walked into a Cracker Barrel five years ago, you knew exactly what to expect. Reclining chairs on the porch, peg games on the tables, and a very specific, unchanging slice of Americana. But lately, things have felt different. The air around the "Old Country Store" has been a bit electric, mostly because of one person: Julie Felss Masino.
Since she took over as CEO, the conversation hasn't just been about biscuits and gravy. It's been about identity. Specifically, how a brand with deep Southern roots navigates the modern world. People are searching for Julie Felss Masino LGBTQ because they want to know if the brand is "going woke" or just finally growing up. Honestly? It's a bit of both, and it's way more complicated than a simple Twitter thread makes it out to be.
The Cracker Barrel Pivot
Masino didn’t come from the world of rocking chairs. She came from Taco Bell. She spent time at Starbucks and Sprinkles Cupcakes. These are brands that live and breathe in the current cultural moment. When she stepped into the CEO role in late 2023, she inherited a brand that was beloved but, frankly, aging.
The "rainbow" controversy didn't actually start with her, but she's the one who had to own it. In June 2023, right before she officially took the reins, Cracker Barrel posted a photo of a rainbow-colored rocking chair on social media. The caption mentioned being "a place for everyone."
Predictably, the internet exploded.
Some long-time fans felt betrayed. Others cheered. But for Masino, this wasn't just about a chair. It was about a broader business strategy. You can't run a multi-billion dollar company in 2026 by only talking to one demographic. You just can't.
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Why Julie Felss Masino and LGBTQ Inclusion Matter for Business
Under Masino’s leadership, the company hasn't backed down. They’ve leaned into Business Resource Groups (BRGs). These aren't just HR buzzwords. They are internal teams like the LGBTQ+ Alliance, which aims to help employees "bring their whole selves to work."
There's also "Be Bold" for Black leaders and "HOLA" for Latino staff. Masino has been very clear in interviews: she’s listening to the guests. And the guests—especially the younger ones she needs to keep the lights on for the next thirty years—want to see themselves reflected in the places they eat.
"Cracker Barrel needs to feel like the Cracker Barrel for today and for tomorrow," Masino told Good Morning America in 2025.
She's trying to thread a needle that’s incredibly thin. How do you keep the "Southern hospitality" vibe while making it clear that "everyone" actually means everyone?
The Backlash and the "Woke" Label
Conservative activists and groups like America First Legal have taken notice. They've sent letters to the board, claiming these DEI (Diversity, Equity, and Inclusion) initiatives are a breach of fiduciary duty. They point to the logo redesign—which swapped the classic Uncle Herschel imagery for a sleeker, more modern look—as proof that the brand is losing its soul.
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But Masino’s take is pretty pragmatic. She’s noted that feedback has been "overwhelmingly positive." While the loudest voices on social media are screaming about boycotts, the actual data—the people sitting in the booths—suggests something different. People still want the pancakes. They just also want to feel like they aren't walking into a time capsule of 1950.
A Career Built on Inclusivity
If you look at Masino's track record, her stance on Julie Felss Masino LGBTQ topics shouldn't be a surprise. At Taco Bell, she oversaw a culture that was inherently "culture-leading." They did drag brunches. They did high-fashion collaborations. They leaned into the "Live Mas" mantra in a way that felt inclusive to the queer community without making a huge, performative deal out of it.
She brings that same energy to Cracker Barrel. It’s less about a political statement and more about a cultural baseline.
- Kindness as a strategy: She often talks about "leading with kindness and empathy."
- Operational Excellence: You can't have a good culture if the bathrooms are dirty and the service is slow. She's focused on the basics first.
- Market Expansion: To grow, you have to find new people. New people often come from diverse backgrounds.
The Reality Check
Is Cracker Barrel suddenly a radical activist organization? No. It’s still a place that sells oversized checkers and country ham. But Masino is forcing the brand to acknowledge that the world isn't a monolith.
The tension is real. On one side, you have the "Heritage" crowd who wants the brand to remain a sanctuary of tradition. On the other, you have the "Modern" crowd who won't step foot in a place that feels exclusionary. Masino is basically the referee.
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Her presence on the board of Vivid Seats and her history at Mattel show she’s a seasoned corporate veteran. She knows the risks. She saw what happened to Bud Light. But she also knows that a brand that stands for nothing eventually disappears.
What You Can Learn from the Masino Era
If you're watching this from a business or social perspective, there are a few real takeaways here.
- Authenticity beats PR: Masino doesn't sound like she's reading from a script. When she says they want to be a place for everyone, it feels like a genuine business goal, not a "woke" checkbox.
- Stay the course: Despite the 2025 logo controversy and the constant social media noise, the company's strategy hasn't pivoted back to the "old ways."
- Inclusion is a talent magnet: By fostering the LGBTQ+ Alliance and other groups, Cracker Barrel is competing for talent in a very tight labor market. Employees want to work for people they trust.
If you’re a leader or just someone curious about where the brand is heading, keep an eye on the "five-pillar transformation strategy" Masino is pushing. It’s a blueprint for how legacy brands can survive the "culture wars" by simply refusing to let the noise distract them from the mission of hospitality.
Actionable Insights for Navigating Brand Changes:
- Research the data: Don't let social media trends dictate your view of a company's health. Look at foot traffic and earnings reports.
- Understand the "Why": Most corporate shifts toward inclusivity are driven by market necessity and talent retention, not just ideology.
- Watch the leadership: A CEO's past (like Masino's time at Starbucks and Taco Bell) is the best predictor of their future moves.