Julie Felss Masino is the CEO of Cracker Barrel, the iconic Southern-style restaurant chain, find out more about her and the company below
Julie is currently making headlines after the company introduced a new logo after nearly five decades of using its iconic logo since 1977.
Who is Julie Felss Masino, CEO and President of Cracker Barrel and what is her salary
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Cracker Barrel’s new logo isn’t an accident — it’s CEO Julie Felss Masino’s project. She scrapped a beloved American aesthetic and replaced it with sterile, soulless branding.
Masino kept a DEI regime that promises to “identify, recruit, and advance” hires by race — and now… pic.twitter.com/6BLthLuQ1Y
— Woke War Room (@WokeWarRoom) August 20, 2025
The new rebranding has seemingly reflected Cracker Barrel’s commitment to honoring tradition while appealing to its present-day customers.
Cracker Barrel introduces new logo
Cracker Barrel has unveiled a fresh new, text-only logo for the first time in 48 years. The new logo draws inspiration from its original design and classic menu items and features a clean, modern, text-based style grounded in the iconic barrel shape and early wordmark from the brand’s beginnings.
Following the announcement, CEO Julie Felss Masino shared her thoughts on the redesign during an interview on Good Morning America. During the interview, she emphasized that while the logo modernizes the brand, it preserves the essence customers love. She added:
Cracker Barrel needs to feel like the Cracker Barrel for today and for tomorrow.”
We need to look at the board of @CrackerBarrel for hiring crackpot Julie Felss Masino! Obviously doesn’t have a clue who their customers are and willing to take a stock dump. Mine are sold. pic.twitter.com/ClwEF36qRf
— Gwyn Tremblay (@tremblay_gwyn) August 20, 2025
Julie Felss Masino biography and age
Julie Felss Masino is a veteran business leader who is known for her dynamic approach to brand growth and innovation. Although her DOB is unknown, she is 54 years old. Masino has a decade of experience in the foodservice and hospitality industry, and she is the current CEO of Cracker Barrel.
Education
Julie Felss Masino graduated with a Bachelor of Arts in Communications from Miami University in 1993. Following her graduation, she has also attained various professional qualifications, including completing Director’s College at Stanford Law School in June 2023. She also earned the AWS Certified Cloud Practitioner credential in January 2021.
Professional career
Julie Felss Masino joined Cracker Barrel back in 2023, and had transitioned from CEO incumbent to president and then to CEO in November of that same year. Before joining Cracker Barrel, she held various executive roles at several major companies, including a 3.5-year tenure as president of Taco Bell International, president of Taco Bell North America and board member positions with Vivid Seats, Cole Haan, and PhysicianOne Urgent Care. She has also notably held leadership roles at Starbucks for over a decade, including vice president.
Husband and children
Customer’s Hate It: Cracker Barrel CEO Julie Felss Masino says people love their new rebrand. Comments on X say otherwise! She’s taken a beloved Americana Brand and trashed it with DEI Wokism. Masino promised to “identify, recruit, and advance” hires by race and now the company… pic.twitter.com/LYy6kwW3ur
— John Cremeans (@JohnCremeansX) August 21, 2025
Despite her high position, Julie Felss Masino generally prefers to keep her personal life private, and there is no public information about her husband or children.
Net Worth
Julie Felss Masino reportedly has an estimated net worth of around $10 million, reflecting her successful executive career and influential roles across multiple major corporations.
Masino receives an annualized base salary of $1,000,000 and an annual bonus with an initial target of 125% of base salary.
In her tenure of 1.75 years till date, her total yearly compensation is $6.68M, comprised of 14.5% salary and 85.5% bonuses, including company stock and options. She directly owns 0.04% of the company’s shares, worth $531.01K.
Masino is also eligible to receive equity awards under the Company’s long term incentive program, with an initial target award of 360% of Base Salary and a one-time signing bonus of $150,000 in cash, which she received on March 31, 2024.
