Dive Brief:
- Cracker Barrel has updated its organizational structure and appointed at least four executives to new or expanded roles, the company said in a Thursday press release.
- The chain also cut ties with Prophet, the global strategic and creative growth consultancy that advised Cracker Barrel on its refresh initiatives, including its recent logo and restaurant redesigns.
- Cracker Barrel faced significant consumer pushback following the removal of Uncle Hershel from its logo over the summer as well as the look of its farmhouse modern store redesigns. It canceled its remodels last month after testing them in four stores. The company expects an 8% drop in traffic during its fiscal Q1 2026 following the logo backlash.
Dive Insight:
The chain said it made leadership changes to streamline its leadership team to better support field operations. Cracker Barrel CEO and President Julie Masino said the new structure will reduce layers and allow the chain to be hyper focused on ensuring that “every plate and every interaction with our guests reflects the care and quality we stand for.”
Doug Hisel has been promoted to senior vice president of store operations from vice president of field operations. Hisel has worked at Cracker Barrel for 18 years and possesses operational experience and a “deep understanding of people and Cracker Barrel’s processes and standards,” the company said. He started at the chain as an associate manager in Indianapolis in 2007 and worked his way up through various operational roles with increasing responsibility. Hisel will oversee field operations and operations services in his new role.
As part of the company’s restructuring, Cracker Barrel cut the role of senior vice president and chief restaurant and retail operations officer, previously held by Cammie Spillyards-Schaefer.
Thomas Yun returned to the company as vice president of menu strategy and innovation after about a year’s absence. Yun previously served in this role from 2022 to 2024 and was responsible for developing several successful menu introductions. Yun has significant experience in the restaurant industry and menu innovation, the company said.
Heather Hager, vice president of retail and design, and Heather Gammon, vice president of demand planning, have taken on expanded roles and responsibilities following the retirement of Laura Daily, senior vice president, chief merchant and retail supply chain.
“We have already made some changes to our processes and there is more to come as we get ready to deliver a memorable holiday season for our guests,” Masino said. “We are committed to ongoing improvements as we build on Cracker Barrel's legacy and honor the traditions that make this brand so special.”
