5 Shocking Details Behind The Cracker Barrel CEO Resignation Fiasco (It's Not Who You Think)
The leadership at Cracker Barrel Old Country Store, Inc. has been under intense scrutiny, culminating in a dramatic board resignation and a public relations crisis that shook the foundation of the beloved brand. As of late December 2025, the company is navigating the fallout from a controversial rebrand attempt and a subsequent proxy fight, which saw a key director step down. While former CEO Sandra B. Cochran's departure was a planned retirement, the recent drama centers on her successor, Julie Felss Masino, whose controversial decisions led to a director's abrupt exit, fueling calls for her own resignation.
This article dives deep into the complex executive transition, the "disastrous" modernization attempt, and the specific details surrounding the recent, high-profile departure from the company's Board of Directors that made headlines across the nation.
Executive Profile: The Two CEOs and the Director Who Resigned
The narrative of Cracker Barrel’s recent leadership change involves three key figures, each playing a critical role in the company’s current turbulence. The transition from a long-serving, stable leader to a new executive with a mandate for "modernization" set the stage for the drama that followed.
Sandra B. Cochran: The Long-Time Leader
- Role: Former President and Chief Executive Officer (CEO), Executive Chair.
- Tenure: Joined Cracker Barrel in April 2009 as Executive Vice President and CFO. Named President and CEO in 2011. Served as Executive Chair until November 2023.
- Departure: Retired as CEO in 2023 as part of a multi-year, planned leadership transition.
- Legacy: Oversaw a period of steady growth and stability for the classic Southern-themed restaurant and retail concept.
Julie Felss Masino: The Modernizer
- Role: Current President and Chief Executive Officer (CEO).
- Tenure: Named CEO in July 2023 and officially assumed the position in November 2023.
- Background: A veteran executive known for driving innovation at global brands, including previous leadership roles at Taco Bell and Starbucks.
- Current Status: Retained her position after a contentious shareholder vote, despite facing intense public and activist pressure to resign.
Gilbert Dávila: The Director Who Stepped Down
- Role: Former Director on the Cracker Barrel Board of Directors.
- Departure: Abruptly resigned on November 20, 2025, following a heated proxy contest and a preliminary shareholder vote that rejected his re-election.
- Context: Dávila was a board member often associated with the company’s diversity, equity, and inclusion (DEI) initiatives, and his resignation was a direct consequence of activist shareholder pressure related to the controversial rebrand.
The Disastrous Rebrand: The 'Old Timer' Logo Controversy
The immediate and intense pressure on CEO Julie Felss Masino stemmed from a single, highly criticized decision: the attempted modernization of the Cracker Barrel brand. This move, intended to appeal to a broader, younger audience, fundamentally misjudged the loyalty of the company’s core customer base.
The core of the controversy was the new, sleek, text-only logo design. This new design controversially ditched the iconic, 48-year-old logo that featured the beloved "Old Timer" character, often nicknamed "Uncle Herschel."
The backlash was swift and overwhelming. Customers took to social media, accusing the company of trying to erase its heritage and engaging in "WOKE" cultural trends. Within a week of the announcement, the public outcry forced Cracker Barrel to scrap the new logo and reinstate the classic "Old Timer" design.
Following the public relations disaster, Masino spoke out, claiming that she felt "fired by America" due to the intense criticism and the public's perception that the company was abandoning its traditional values. This sentiment highlighted the deep cultural divide exposed by the rebrand attempt.
The Aftermath: Shareholder Pressure and a Director's Exit
Despite the company’s swift reversal on the logo change, the controversy had already triggered a significant reaction among investors and activist shareholders. This led directly to the most recent "resignation" event that captured national attention.
1. The Proxy Fight and Shareholder Vote
Activist investors, capitalizing on the widespread customer dissatisfaction and the stock's underperformance, launched a proxy fight. The central issue was a call for greater accountability and a board perceived as "out of touch" with Cracker Barrel's customer base.
2. CEO Masino Retains Her Position
In a contentious shareholder meeting, Julie Felss Masino ultimately retained her role as CEO. Shareholders voted to keep her, indicating that despite the misstep, there was still faith in her ability to lead the company forward, or perhaps a desire to avoid further instability.
3. The Board Director's Resignation
The most concrete executive-level departure came from the Board of Directors. Director Gilbert Dávila resigned on November 20, 2025, immediately after preliminary results from the shareholder meeting indicated he would not be re-elected.
4. DEI and Cultural Clash
Dávila’s resignation was particularly symbolic. As a consultant focused on diversity and inclusion, his ousting was viewed by some as a victory for activist shareholders who argued the company’s focus on cultural modernization was alienating its core demographic. This event underscored the deep cultural tensions surrounding the brand's future direction.
What Does This Mean for Cracker Barrel's Future?
The dramatic events surrounding the attempted rebrand and the subsequent board resignation highlight the unique challenges faced by heritage brands like Cracker Barrel. The company is caught between its traditional identity—the classic "Old Timer" feel—and the pressure to modernize its operations and appeal to a new generation of diners.
The resignation of a director following a proxy fight is a clear signal that the company’s leadership structure is under intense pressure to deliver results and maintain brand authenticity. While CEO Julie Felss Masino remains in her position, the episode serves as a powerful cautionary tale about the risks of rapid, culturally insensitive change within a deeply traditional brand. The path forward will require a delicate balance of operational innovation without sacrificing the nostalgic charm that makes Cracker Barrel a unique American institution.
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