Cracker Barrel investors urged to oust DEI specialist in wake of rebranding fiasco

Core Viewpoint - Two major proxy firms, Institutional Shareholder Services (ISS) and Glass Lewis, are advocating for the removal of certain Cracker Barrel board members due to poor marketing decisions that have led to a 45% decline in the company's shares this year [1][4]. Group 1: Board Member Removal Recommendations - ISS and Glass Lewis have advised shareholders to vote against the re-election of Gilbert Dávila, a DEI marketing executive, citing his "faulty" expertise in board-level marketing [2][10]. - Glass Lewis also recommended voting against board member Jody Bilney for implementing "arbitrary" and "regressive" bylaw amendments [10]. Group 2: Company Performance and Leadership - Cracker Barrel's recent rebranding efforts, including a new logo that removed the Uncle Herschel character, have been criticized and resulted in significant backlash, prompting a decline in share value [1][4]. - CEO Julie Felss Masino, who took over in November 2023, faced criticism for the logo controversy but was not targeted for removal by the proxy firms, as they believe her removal would lead to further chaos [4][12]. Group 3: Activist Investor Influence - Activist investor Sardar Biglari is leading a proxy campaign against both Masino and Dávila, which has reportedly cost the company millions in defense [7]. - Conservative activist Robby Starbuck has publicly questioned Dávila's qualifications for the board, highlighting his background in DEI consulting [9]. Group 4: Company Response - Cracker Barrel has stated that the board and leadership team are working to restore positive momentum for shareholders, contrasting their efforts with those of Biglari, whom they accuse of spreading false claims [8].