Cracker Barrel Initiates Major Leadership Restructuring with "Hyperfocus" on Food Quality

Cracker Barrel Old Country Store, Inc. has recently undertaken significant organizational changes and leadership appointments, signaling a renewed commitment to enhancing food quality and the overall guest experience. This strategic pivot comes amidst widespread customer feedback regarding declining food standards and follows a period of controversy for the brand.

The company's leadership has acknowledged the need for improvement, a sentiment echoed by social media users. As one tweet from "Defiant L’s" stated, "> Glad to hear Cracker Barrel leadership admitting their food is a problem. This is exactly what we needed to hear! People will come back once they fix it, and it sounds like they understand that now." This public admission underscores the pressure the company faces to regain customer trust.

In a press release, Cracker Barrel CEO Julie Masino emphasized, "These changes to our organizational structure... mark a strategic step forward as we sharpen our focus on consistently craveable food and warm country hospitality." As part of this restructuring, Doug Hisel, an 18-year company veteran, has been promoted to Senior Vice President of Store Operations, overseeing both Field Operations and Operations Services. Thomas Yun has also returned as Vice President of Menu Strategy & Innovation, a role he previously held from 2022 to 2024.

These internal shifts are accompanied by a strategic disengagement from external branding consultants. Cracker Barrel confirmed the termination of its advisory relationship with Prophet, a consultancy involved in previous brand refresh initiatives, including logo and restaurant redesigns. This move indicates a shift away from external branding efforts towards optimizing internal execution and the fundamental customer value proposition of homestyle food.

For several years, customers have voiced dissatisfaction with Cracker Barrel's food quality, citing issues such as overly greasy, salty, or improperly cooked meals. These complaints, often shared across social media platforms, have contributed to declining sales and a drop in the company's stock price. CEO Masino previously admitted to the New York Post that the chain was "just not as relevant as we once were."

The renewed focus on food quality also follows intense shareholder activism and public backlash over a controversial logo rebrand and store remodels. After public outcry, which included criticism from prominent figures, Cracker Barrel largely reverted to its traditional branding, doubling down on its roots in nostalgia and Americana. The company has since announced improvements, including enhanced handmade biscuits, as it strives to rebuild its legacy.