08/23/2025
Subject: Staying True to Who We Are
Dear Julie Felss Masino,
I have proudly served Cracker Barrel Old Country Store in Arizona for 20+ YEARS , and during that time, I’ve seen what has always made this company so special: making guests feel like family and living by our mission of “Pleasing People.”
I am deeply concerned that the recent rebrand moves us away from what makes Cracker Barrel unique. The new look feels disconnected from our roots. Guests come to Cracker Barrel because they love the warmth, tradition, and comfort that our brand represents. When we move too far from that, we risk losing what has always set us apart.
More importantly, we have drifted from the fundamentals that built this company. Our focus should be on what matters most: the experience we provide and the quality of our food.
Here are some areas I believe we need to prioritize immediately:
1. Quality of Food
Guests expect hot, fresh, delicious meals—not cold or sloppy plates. We need to make the best biscuits, creamy gravy, and meals that we can take pride in. Presentation matters, and so does consistency.
2. Support for Back of House Teams
Our kitchen teams are the heartbeat of our stores. Yet, expectations have increased while staffing and pay remain challenging. We need competitive compensation, adequate staffing, and equipment that works. Empowering these employees will result in better food, faster service, and happier guests.
3. Cleanliness and Maintenance
A clean, well-maintained restaurant reflects pride in our brand. Hiring professional overnight cleaning crews would allow us to keep our restaurants spotless and welcoming without overburdening the team.
4. Pride Over Profit Alone
Lately, it feels like the goal is to push out plates as quickly as possible just to make a dollar. That’s not who we are. We should never sacrifice pride, hospitality, or quality for speed. Guests notice the difference.
Lastly, employees and guests need to feel like they are truly part of the Cracker Barrel family—not disregarded. When people feel valued and cared for, they invest their hearts in the company. That sense of belonging is what built our reputation, and we cannot afford to lose it.
I love this company. Cracker Barrel is more than a job to me—it is family. I have always bent over backwards to make sure my store runs smoothly, and I will continue to do everything in my power to help this company get where it needs to be. I want us to succeed, and I know we can. But that starts by returning to the values and standards that made Cracker Barrel great: genuine hospitality, pride in our food, and a focus on people—both guests and employees.
Thank you for listening, and for considering these thoughts from someone who has dedicated nearly three decades to Cracker Barrel and truly wants to see it thrive.
Respectfully,
PAR IV Server Trainer
20 plus Year Employee, Arizona Cracker Barrel Old Country Store
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