Cracker Barrel shareholders vote to keep CEO despite logo debacle

Business

Cracker Barrel shareholders vote to keep CEO despite logo debacle

2025-11-21 05:48 Last Updated At：06:00

Cracker Barrel shareholders voted Thursday to keep company CEO Julie Felss Masino in place despite a debacle over the company's logo that continues to hurt its sales.

But one of the company's directors, Gilbert Davila, resigned from Cracker Barrel's board Thursday after preliminary results indicated that shareholders rejected his reelection.

Davila, who joined Cracker Barrel's board in 2020, is the president and CEO of DMI Consulting, a multicultural marketing firm. He reviewed Cracker Barrel's advertising as part of his role on the board. Two influential shareholder advisory firms, Institutional Shareholder Services and Glass Lewis, had recommended against Davila's reelection ahead of the vote.

Sardar Biglari, a longtime Cracker Barrel shareholder and activist investor, was among those pressing for the ouster of Masino and Davila. Biglari is the chairman and CEO of Biglari Holdings Inc., a San Antonio, Texas-based company that owns Steak ‘n Shake. He also owns 3% of Cracker Barrel’s shares.

“Our campaign is about saving Cracker Barrel from a board and management team that are out of touch with Cracker Barrel’s customer base,” Biglari said in a letter sent earlier this month to Cracker Barrel investors.

In its own statement, Cracker Barrel thanked its shareholders and said it was committed to returning the company to sales growth.

“We are more focused than ever on delivering high-quality food and experiences to our guests while staying true to the heritage that makes Cracker Barrel so special, ensuring we are here to welcome families around our table for generations to come,” the company said.

Cracker Barrel's shares fell nearly 5.5% Thursday to close at $25.97 per share. They are down 52% from the start of this year.

Cracker Barrel hired Masino, a longtime Taco Bell and Starbucks executive, in July 2023. She was chosen for her record as an innovator, with the hope that she would attract new customers to Cracker Barrel, which operates 660 restaurants in 43 states.

Masino introduced updated menu items, like Hashbrown Casserole Shepherd’s Pie, to increase Cracker Barrel’s dinnertime traffic. She also started remodeling the company’s dark, antique-filled restaurants, lightening the walls and installing more comfortable seating.

But her decision in August to simplify the chain’s logo had disastrous consequences. Fans didn’t like that the new logo didn’t include Cracker Barrel’s longtime mascot, an overall-clad man leaning on a barrel, or the words “Old Country Store.” They also rebelled against the store redesigns.

Cracker Barrel reversed course a week later, saying it would keep its old logo. In early September, the company also suspended the remodeling of its restaurants.

The moves could hurt Cracker Barrel’s sales well into next year. Cracker Barrel said in September that store traffic would likely be down between 7% and 8% in its fiscal first quarter and could decline 4% to 7% for the full 2026 fiscal year, which began Aug. 2.

America In Focus: mortgage rate rises while Wall Street looks to continue its winning ways

The economy, inflation and how those forces could impact the lives of Americans were front and center over the past week. Trips to the grocery store or gas station are more painful than they were last year, and that is impacting the decisions of both households and businesses.

Here’s a snapshot of prominent economic data and news that occurred over the past week and what it potentially means for you.

The average long-term U.S. mortgage rate climbed this week to its highest level in nearly nine months, driving up borrowing costs for homebuyers during what’s traditionally the housing market’s busiest time of the year.

The benchmark 30-year fixed rate mortgage rate rose to 6.51% from 6.36% last week, mortgage buyer Freddie Mac said Thursday. Despite the sharp increase, the average rate remains below 6.86%, where it was a year ago.

Rates have been mostly trending higher since the war with Iran began. The closure of the Strait of Hormuz has roiled energy markets, sending crude oil prices sharply higher — a key driver of inflation.

Expectations of higher oil prices and worries about big and growing debts for the U.S. government and others have pushed up long-term bond yields, causing mortgage rates to head higher.

U.S. retailers have spent months navigating an uncertain economic environment, from President Donald Trump’s tariffs to the impact of soaring gasoline prices due to the Iran war. The average price for a gallon of regular gasoline rose again this week, ending at about $4.55 per gallon on Friday, according to AAA. Gasoline prices are about 45% above where they were at this time last year.

Based on quarterly financial reports from Walmart, Target, Home Depot, Lowe’s and TJX, shoppers are cautious but still spending, helped by more generous tax refunds. Yet there is a widespread belief among economists that once those refunds dry up, shoppers will pull back on spending. Consumer spending is the dominant economic engine for the U.S., and retreat would have broad implications for the U.S.

Walmart issued a forecast for the current quarter on Thursday that was weaker than what Wall Street had been expecting. Target raised its annual revenue outlook on Wednesday, saying it expected momentum to continue the rest of the year. Yet the upgraded sales expectations were still below the pace of the first quarter.

Fewer Americans filed for jobless aid last week as layoffs remain low despite a number of uncertainties that continue to cloud the economy.

U.S. applications for unemployment benefits for the week ending May 16 fell by 3,000 to 209,000, the Labor Department reported Thursday. That’s fewer than the 213,000 new applications analysts surveyed by the data firm FactSet had forecast.

Weekly filings for unemployment benefits are considered a proxy for U.S. layoffs and are close to a real-time indicator of the health of the job market.

Despite historically low layoffs, the labor market appears to be stuck in what economists call a “low-hire, low-fire” state. That’s kept the unemployment rate low at 4.3%, but left many of those out of work struggling to find new employment.

The split between Wall Street and most U.S. households grew even wider Friday, as U.S. stocks rose toward the finish of an eighth straight winning week, their longest such streak since 2023. That’s even though a survey showed on the same day that U.S. consumers are feeling worse about the economy.

Shares of Workday and Zoom Communications rose after both delivered better profit reports for the latest quarter than analysts expected.

They’re the latest companies to top analysts’ expectations for profits for the start of 2026. And the cavalcade of such reports has helped U.S. stocks remain near their records. Stock prices tend to follow the path of corporate profits over the long term.