Julie Felss Masino is a smart and strong business leader from the United States. She has worked for more than 30 years in big companies. Many people know her because she became the President and CEO of Cracker Barrel Old Country Store in November 2023.
Cracker Barrel is a famous restaurant chain in America. It has more than 660 stores. Julie is helping the company change and grow in new ways.
Early Life and Education
Julie was born in 1971 in Ohio, USA. When she was young, her family and community taught her to work hard and never give up. She liked shops and brands since she was a child.
She went to Miami University in Oxford, Ohio, where she studied Communication. At school, she learned how to talk with people, plan ideas, and understand business — skills that helped her later in life.
Starting Her Career
Julie first worked in retail stores. She worked with Macy’s, J. Crew, Coach, and Godiva Chocolatier. These are big, popular brands. In these jobs, she learned how to make customers happy, how to sell products, and how to manage stores.
This early work helped her understand how to grow a business and care for people at the same time.
Big Jobs and Career Success
Julie later worked in very famous companies. Here are some of her important jobs:
Starbucks (2002–2014)
Julie worked at Starbucks for 12 years. She became Vice President of Strategy. She helped Starbucks grow and sell new drinks and products all over the world.
Sprinkles Cupcakes (2014–2017)
She became the CEO of Sprinkles Cupcakes. Julie helped the company get more popular and open more stores.
Mattel, Inc. (2017–2018)
Julie worked for the toy company Mattel. She was in charge of the Fisher-Price division. She managed many products and people there.
Taco Bell (2018–2023)
Then Julie joined Taco Bell. She was first President of North America, then President of International. She helped open Taco Bell restaurants in over 30 countries.
She also helped make new food items like Nacho Fries and Toasted Cheddar Chalupa. She made Taco Bell more modern with technology — like digital menus and self-order machines.
These successes made her a respected and trusted leader in the restaurant world.
CEO of Cracker Barrel
In 2023, Julie became CEO of Cracker Barrel. The company wanted her to help it grow again and become modern while keeping its old charm.
In 2025, Cracker Barrel changed its logo. The old logo had a man sitting on a barrel. The new one is only text — simple words, no image. Many people talked about this change. Some liked it. Others said they missed the old one.
Julie said the change was to help new customers and give the brand a fresh look. She also started the “All the More” campaign, which shared warm stories about family, food, and love — what Cracker Barrel is all about.
Even though some people were angry, Julie stayed confident in her plan.
Personal Life and Net Worth
Julie lives in Nashville, Tennessee, with her husband, Dave Masino. She likes to keep her family life private.
Her net worth in 2025 is between $5 million and $10 million. She earned this money from her jobs, company shares, and work on the Vivid Seats board.
Leadership Style
Julie is known for being kind, curious, and brave. She likes to try new ideas and help her team members feel strong and valued.
People say she is a good listener and clear thinker. She takes smart risks and always looks for better ways to serve customers.
Diversity and Inclusion
Julie also wants Cracker Barrel to be a place where everyone feels welcome. She supports LGBTQ+ people and wants the company to be more inclusive.
This is very important because, many years ago, Cracker Barrel had problems with unfair treatment of workers. Julie wants to change that and make sure all employees are treated with respect.
Some people don’t agree with her modern ideas, but she believes inclusion makes the company better and stronger.
Julie Felss Masino Religion, Ethnicity, and Politics
Julie Felss Masino is White American and Jewish. She sometimes takes part in Jewish community events but keeps her faith private.
She doesn’t talk about politics much. Some people call her business choices “woke,” but Julie says her goal is to make Cracker Barrel open to all people, not political.
Quick Facts
| Thing | Details |
| Full Name | Julie Felss Masino |
| Born | 1971, Ohio, USA |
| Education | Bachelor’s Degree in Communications, Miami University |
| Current Job | CEO & President of Cracker Barrel |
| Past Jobs | Taco Bell, Starbucks, Sprinkles Cupcakes, Mattel |
| Ethnicity | White American |
| Religion | Jewish |
| Lives In | Nashville, Tennessee |
| Net Worth (2025) | $5–10 million |
| Famous For | Leading Cracker Barrel’s rebrand and modern ideas |
| Husband | Dave Masino |
| Father | Not publicly available |
| Mother | Not publicly available |
FAQs About Julie Felss Masino
1. Who is Julie Felss Masino?
She is an American businesswoman and the CEO of Cracker Barrel Old Country Store.
2. When did she become CEO?
She became CEO on November 1, 2023.
3. Why did Cracker Barrel change its logo?
Julie wanted the brand to look fresh and modern, so she made a new simple logo in 2025.
4. What kind of leader is she?
She is kind, smart, and open to new ideas. She cares about her team and customers.
5. Is she political?
No, she does not talk about politics. She focuses on business and people.
In Summary
Julie Felss Masino is a woman who is not afraid of change. She has worked hard for many years in big companies and now leads one of America’s most loved restaurant chains.
Her story shows that with courage, kindness, and smart thinking, it’s possible to respect old traditions while still moving forward into the future.
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