Cracker Barrel CEO Outlines Long-Term Turnaround Strategy

Cracker Barrel CEO Julie Masino shared insights into the company's ambitious turnaround plan during an interview with CNBC's Jim Cramer. Masino emphasized that the strategy is a three-year initiative, with fiscal year 2025 designated as a crucial investment period. "We’re really bringing those together, starting to get those rocking and rolling," she stated, indicating that tangible results are expected to materialize in the latter half of fiscal year 2026 and into 2027. Central to the improvement plan are five key pillars, which include remodeling locations, revamping menus, and enhancing technology for the loyalty program and takeout services. Masino revealed that the company is currently testing four different restaurant remodels in Tennessee to determine the most effective level of investment for optimal returns. In a significant move, Cracker Barrel is also conducting what Masino described as "the largest menu test in the history of the brand," with over 20 new items being evaluated. Some of these dishes are set to be introduced across the chain starting in early August, reflecting the company's commitment to innovation while maintaining its core identity. Masino clarified that the goal is not to overhaul Cracker Barrel entirely but to expand its appeal. "Our goal is to take what people love about Cracker Barrel and open the aperture a little bit so that more people love Cracker Barrel," she said, highlighting the intention to attract a broader, multi-generational customer base.