Category: Julie masino
Glenn Beck corners Cracker Barrel CEO: Did DEI influence the rebrand? — Her surprising answer
Last week, Glenn Beck released an exclusive, tell-all interview with Cracker Barrel CEO Julie Masino that extracted the juiciest details regarding the country chain’s disastrous and quickly walked-back attempt to modernize its beloved old-timey brand. Glenn pulled no punches about the failed revamp: It was “just stupid from start to finish.”
Masino insisted that it was never her intention to change the iconic Cracker Barrel brand. She claimed that her goals were to boost engagement after COVID did immeasurable revenue damage, address common customer complaints (like uncomfortable chairs and dim lighting), and make practical adjustments to a busy logo that wasn’t conducive to an iPhone screen.
“The intent was not ideological. It was not to put the old version of Cracker Barrel in a box,” she vowed.
But given the fact that many believe the rebranding was indeed rooted in left-wing dogma, like DEI, Glenn asked the question point-blank: “Had the company embraced DEI as a culture?”
Masino initially gave an indirect answer: “Cracker Barrel has always been about welcoming everybody in. I think before I was here, we had different policies. We’re here to take care of people. We’re here to make sure everybody can work here, can be welcome here.”
But Glenn, unsatisfied with her response, pressed harder: “Every American wants that. … When a brand … all of a sudden makes it a point of saying, ‘Boys can be girls, and they should be in the girls’ locker room,’ I don’t need that from my brand; I don’t want that from my brand. You as individuals can make whatever choice you want, but don’t preach to me from a corporate place.”
“What I’m asking you — was [making political statements] part of any of the strategy?” he repeated.
“No, it’s pancakes. Yeah, we’re not trying to make political statements,” Masino said, insisting the rebranding initiative was always about “food and experience.”
Glenn pushed back again with the analogy of “Uncle Ted” moving into Grandma’s house. “He’s now taking care of Grandma, but he’s getting rid of all of the doilies that have been on Grandma’s table, and you’re like, ‘That’s not Grandma.’”
“You were messing with Grandma’s house,” he boldly accused.
“We’re sorry that that’s what people feel. That was not the intent. … It hurts me because I don’t want people to be mad at Cracker Barrel. Our job is to make people love Cracker Barrel,” Masino said.
“And so, even trying to invite new people in, it was always about, how do we show them the magic that is Cracker Barrel, the stories of America, the stories of our guests? … That’s what we want everybody to love.”
To hear more of the interview, watch the video above.
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To enjoy more of Glenn’s masterful storytelling, thought-provoking analysis, and uncanny ability to make sense of the chaos, subscribe to BlazeTV — the largest multi-platform network of voices who love America, defend the Constitution, and live the American dream.
Exclusive interview TOMORROW: Cracker Barrel CEO answers Glenn Beck’s brutal question — ‘Why weren’t you fired?’
Last weekend, Glenn Beck sat down with Cracker Barrel CEO Julie Masino to talk about the company’s infamous and disastrous attempt to modernize its brand. It was the first interview Masino has given since her widely criticized August 19 appearance on “Good Morning America,” where she defended the rebranding and new minimalist logo that triggered a massive customer revolt.
The company quietly began rolling out its shiny new vision in the summer of 2025, but it was the “GMA” segment that turned simmering discontent into a full-blown national firestorm, with CB regulars condemning the rebrand as “soulless” and vowing boycotts.
Even though Cracker Barrel swiftly caved to the pressure — ditching its glossy revamp, returning to kitschy, antique-filled walls, and reinstating the Old Timer in the logo — people are still angry about the whole going-woke betrayal.
People still want answers.
And that is exactly what Glenn got: “the real answer” behind Cracker Barrel’s decision to fix what clearly wasn’t broke.
This “all-telling” answer, says Glenn, came from his most brazen question to Masino: “Are you surprised you haven’t been fired yet?”
“Just wait until you hear her answer. … It was so powerful and so honest,” he says.
This Wednesday and Thursday at 6 p.m. ET on BlazeTV and YouTube, tune in for Glenn’s two-part exclusive interview with Julie Masino and Cracker Barrel’s new senior vice president of store operations, Doug Hisel, who told Glenn what really brought the country store chain to its knees.
Cracker Barrel nation — and everyone fed up with woke corporations — has waited long enough. Tomorrow: answers. We’ll see you there.
For a taste of what’s coming, check out the teaser below.
Want more from Glenn Beck?
To enjoy more of Glenn’s masterful storytelling, thought-provoking analysis, and uncanny ability to make sense of the chaos, subscribe to BlazeTV — the largest multi-platform network of voices who love America, defend the Constitution, and live the American dream.
