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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