When you walk through those heavy wooden doors at Cracker Barrel, you usually have one thing on your mind: hashbrown casserole. You probably aren't thinking about the boardroom in Lebanon, Tennessee, or the person steering the ship while you're deciding between the "Old Timer’s Breakfast" and the "Country Fried Steak." But lately, a lot of folks are talking about the cracker barrel ceo salary, and honestly, the numbers might surprise you—not just because of the zeros, but because of how that money is actually tied to whether the biscuits stay hot and the customers keep coming back.
The current CEO, Julie Felss Masino, took the reins in late 2023. She stepped into a role previously held by Sandra Cochran, who had been the face of the company for over a decade. It’s a big job. You’ve got over 660 stores across 45 states, a massive retail operation that sells everything from rocking chairs to oversized checkers, and a brand that is basically a cultural touchstone for road-trippers.
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The Breakdown: What the Cracker Barrel CEO Salary Really Looks Like
If you just look at a single number, you’re missing the forest for the trees. Most people hear "CEO salary" and think it's all cash in a bank account every Friday. It’s not. For the 2024 fiscal year, Julie Felss Masino’s total compensation was reported at approximately $6.6 million to $6.7 million.
Wait. Don't go sharing that number on Facebook just yet without the context.
Her actual base salary—the part that’s guaranteed—was around $970,863. That is the "paycheck" part of the deal. The rest of that $6.7 million mountain? It’s mostly made of stock awards and performance-based incentives. Specifically, over **$4 million** of her compensation came in the form of stock.
Why does this matter? Because if Cracker Barrel’s stock price drops, that $4 million isn't actually $4 million. It’s a "paper" value that only turns into real wealth if the company performs well. It’s the board’s way of saying, "We’ll make you rich, but only if you make our shareholders rich first."
Compensation vs. The Average Worker
There's no way to talk about this without mentioning the "pay ratio." In 2024, Masino’s total compensation was about 360 times that of the median Cracker Barrel employee.
Now, Cracker Barrel employs a lot of part-time servers and retail associates. Because their "median" employee often works fewer hours or earns tips, that ratio looks massive. It’s a sensitive topic, especially when the company is navigating a "strategic transformation" that involves changing the menu and updating the brand's look.
Why the Pay Is Under the Microscope Right Now
Usually, nobody cares what a CEO makes as long as the dividends keep hitting and the parking lots are full. But Cracker Barrel has had a bit of a rough ride lately.
In late 2025 and heading into early 2026, the company has been open about some struggles. They’ve seen traffic declines—about 7% to 10% in some quarters—and they’ve had to cut their earnings guidance. When a company tells investors, "Hey, we're going to make less money than we thought," the first thing everyone looks at is the executive suite.
Proxy advisory firms like Glass Lewis have actually given the company’s "pay for performance" a failing grade in the past. They basically argued that there was a "disconnect" between how much the execs were making and how the stock was actually doing.
To be fair to Masino, she inherited a lot of these problems. She was brought in from Taco Bell (where she was President of International) specifically to modernize a brand that some felt was getting a little "dusty." Modernizing a legacy brand is expensive and risky. You’ve probably seen the news about the logo changes or the "pinto bean" flourish in the new branding. Fans didn't exactly greet those changes with open arms.
Is the Salary "Normal" for the Industry?
Kinda. If you compare her to CEOs at similar casual dining chains—think Darden (Olive Garden) or Texas Roadhouse—the cracker barrel ceo salary is actually somewhat conservative. For instance, the CEO of Darden often clears $10 million or more.
But Cracker Barrel isn't just a restaurant; it's a retail store too. That adds a layer of complexity that your average steakhouse CEO doesn't have to deal with. Masino has to worry about supply chains for peg games and holiday decor just as much as the price of bacon.
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What This Means for the Future of the Brand
Masino’s 2025 and 2026 goals are pretty clear. She’s focused on three big pillars:
- Refining the Brand: Making it relevant for younger diners without alienating the regulars.
- Operational Excellence: Fixing the "back of house" stuff so the food comes out faster and more consistently.
- Financial Discipline: Cutting costs (they’re aiming for $70M to $110M in EBITDA targets for 2026) while still investing in the stores.
If she hits these targets, her 2026 compensation will likely stay in that $6M–$7M range or even go up. If she doesn't, those stock awards won't be worth much more than the paper they're printed on.
What You Should Actually Watch For
If you’re an investor—or just a fan who wants to make sure the "Grandma’s Sampler" stays on the menu—don't get distracted by the base salary. Watch the Adjusted EBITDA and Comparable Store Sales. Those are the metrics that determine whether Masino is "earning" that $6.7 million.
The company recently lowered its revenue guidance to around $3.2 billion for the upcoming cycle. That’s a defensive move. It suggests they know the next year will be a "reset" year.
Actionable Insights for the Curious
If you’re trying to make sense of executive pay at your favorite brands, here’s how to do it like a pro:
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- Check the Proxy Statement: Every year, public companies file a "DEF 14A" with the SEC. It lists exactly what the top five executives made, down to the penny. It also explains why they got it.
- Look for the "Real" Cash: Look at the "Salary" column versus the "Stock Awards" column. If 80% of the pay is stock, the CEO is effectively a gambler betting on their own success.
- Follow the Traffic: In the restaurant world, "Comparable Store Traffic" is king. If the CEO is making millions but the stores are getting emptier, something is eventually going to give.
- Don't Ignore the Dividend: Cracker Barrel has historically been a "dividend play" for investors. Recently, they had to cut that dividend to fund their big transformation. That move put a lot more pressure on Masino’s performance.
Basically, being the CEO of Cracker Barrel is a high-stakes balancing act. You have to keep the "country" feel while using "high-tech" data to stay profitable. It’s a $6.7 million job that comes with a whole lot of heat.
To stay informed on the company's progress, you should monitor the quarterly earnings calls, specifically looking for "traffic stabilization" metrics. If those numbers don't turn positive by the end of 2026, expect the board to take a much harder look at the executive compensation structure during the next proxy season.