5 Ways Julie Felss Masino’s Leadership Is Reshaping Corporate America And Sparking The ‘Woke’ Debate

The conversation around corporate social responsibility and LGBTQ+ inclusion has a new flashpoint, and its name is Julie Felss Masino. As of December 11, 2025, Masino, the President and CEO of Cracker Barrel Old Country Store, Inc., is at the epicenter of a national debate, where her executive decisions—particularly a brand refresh and a focus on diversity, equity, and inclusion (DEI)—have drawn both praise from progressives and intense backlash from conservative groups calling for boycotts. Her extensive background at major global brands like Starbucks and Taco Bell, where she championed modernization and inclusion, is now the central narrative in a story about how a traditional American brand is navigating the complexities of 21st-century corporate values. Her tenure, which began in late 2023, has quickly become a case study in modern CEO leadership, demonstrating the high-stakes tightrope walk between honoring a brand's nostalgic heritage and aligning with contemporary standards of corporate governance, which often includes a public stance on LGBTQ+ rights and workplace diversity. This article dives deep into the career and corporate philosophy of the executive who is decisively pushing one of America's most iconic chains into a new, and controversial, era.

Julie Felss Masino: Complete Biography and Professional Profile

Julie Felss Masino is a highly accomplished American business executive known for her transformative leadership roles across the restaurant and retail sectors. Her career is characterized by driving significant growth, brand innovation, and strategic modernization for globally recognized companies. Her current role as CEO of Cracker Barrel is arguably the most scrutinized of her career, positioning her as a key figure in the ongoing discussion about “woke capitalism.”

• Full Name: Julie Felss Masino
• Year of Birth: 1971
• Hometown: Ohio, United States
• Current Age (as of 2025): 54 years old
• Current Position: President and Chief Executive Officer (CEO) of Cracker Barrel Old Country Store, Inc. (Appointed November 2023)
• Key Career Highlights:
  • Starbucks Corporation: Held various leadership roles, including CMO of Starbucks' China business.
  • Taco Bell: Served as North American President and President of Taco Bell International, where she was credited with driving the brand's innovation strategy.
  • Sprinkles Cupcakes: President and CEO from 2014 to 2017.
  • Other Roles: Held corporate positions at Coach, Godiva, Fisher Price, and Mattel.
• Notable Affiliations: Former member of the Human Rights Campaign (HRC) Business Advisory Council.

1. The Cracker Barrel 'Woke' Controversy and Brand Reimagining

The term "woke" has become a politically charged label, and Julie Felss Masino has become its latest corporate target. Since taking the helm, Masino initiated a comprehensive brand update for Cracker Barrel, a company long associated with traditional, nostalgic Americana. This rebrand included a new, streamlined logo and a focus on modernizing the guest experience to appeal to a younger, more diverse customer base.

The backlash from some conservative commentators and groups was swift and intense. They quickly linked the rebrand—and the company's subsequent focus on diversity, equity, and inclusion (DEI)—to a “woke agenda” allegedly being pushed by Masino. Critics specifically pointed to her background at companies like Starbucks, which are known for their progressive corporate stances and strong LGBTQ+ support. The controversy is not just about a logo change; it is a fundamental disagreement over the role of a CEO in steering a traditional brand toward modern corporate social responsibility.

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Masino has defended the changes, stating that the objective is to make the brand more relevant and to get it "out of people's rearview mirror" and into their daily choice set. Despite the online boycotts and outrage, Masino has maintained that the changes are being well-received by the majority of the customers and are essential for long-term growth and shareholder value.

2. The Clear Link to LGBTQ+ Advocacy: HRC and DEI Initiatives

Masino’s connection to the LGBTQ+ community and advocacy is not merely speculative; it is rooted in her professional affiliations and the corporate culture she has fostered. A significant piece of evidence cited by critics is her past role on the Human Rights Campaign (HRC) Business Advisory Council. The HRC is the largest LGBTQ+ civil rights organization in the United States, and its Business Advisory Council comprises executives committed to advancing LGBTQ+ equality in the workplace and marketplace.

This affiliation signals a clear commitment to corporate practices that align with LGBTQ+ inclusion. Furthermore, the focus on DEI initiatives within Cracker Barrel itself—including Employee Resource Groups (ERGs) like the HOLA BRG for Latino employees and other programs—is seen as part of a broader strategy to create a more inclusive environment. For many, this is a positive step toward ensuring all employees and customers, including the LGBTQIA+ community, feel welcome. For her detractors, however, these initiatives are proof of a "woke" takeover that threatens the company's traditional identity.

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The debate highlights a critical tension: while many multinational corporations view robust DEI programs and high scores on the HRC's Corporate Equality Index (CEI) as essential for attracting talent and modernizing their brand, a segment of the public views these same actions as a political statement that warrants a boycott. Masino’s leadership is defined by her willingness to push past this tension in pursuit of a more inclusive and relevant corporate future.

3. A Career Defined by Corporate Modernization and Growth

To understand Masino’s current actions, one must look at her career history, which is a masterclass in brand transformation. Her executive roles at major companies were consistently focused on modernization, innovation, and expansion, traits that are now being applied to Cracker Barrel.

• Starbucks and Global Expansion: During her time at Starbucks, a brand with a famously progressive corporate culture, Masino was deeply involved in strategic growth, including serving as the CMO for the company's massive China business. This experience gave her firsthand knowledge of scaling a brand while maintaining a strong, globally consistent corporate identity that often includes a commitment to social issues.
• Taco Bell's Innovation Engine: As President of Taco Bell, she was instrumental in driving the brand’s innovative menu and marketing strategies, successfully appealing to a younger demographic. This skill—taking an established brand and injecting it with new relevance—is precisely what she is attempting to do at Cracker Barrel.
• The DEI Blueprint: The backlash she faces now is often rooted in the perception that she is importing the "DEI blueprint" from her previous roles at "woke" companies like Starbucks and Taco Bell into a brand that conservatives feel should remain untouched by such concepts. Her supporters, however, see this as essential, forward-thinking leadership necessary to ensure the company's long-term financial health and cultural relevance.

4. Navigating Shareholder Value vs. Political Polarization

The core business challenge facing Masino is how to balance the need for increased shareholder value and market relevance with the intense political polarization surrounding DEI and LGBTQ+ issues. Her strategy is a calculated risk: she is betting that the long-term benefits of a modernized, inclusive brand will outweigh the short-term noise from a vocal, boycotting minority.

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By focusing on attracting new customers and making the brand a "daily kind of relevant choice set," she is executing a strategy that prioritizes future growth over clinging to a past that may limit the company's market reach. This approach is a testament to her belief that corporate social responsibility, including a commitment to diversity and inclusion, is not a political liability but a business imperative for modern, successful companies. The success or failure of the Cracker Barrel rebrand under her leadership will likely serve as a powerful indicator of how American consumers and investors will ultimately weigh corporate values in the coming years.