Cracker Barrel CEO steps down after rebrand backlash
Julie Masino will leave as Cracker Barrel CEO in August, with David Deno taking over after a bruising logo and restaurant redesign fight.
By Maya Lindqvist · Senior Technology Correspondent
3 min read
Cracker Barrel CEO steps down as the restaurant chain continues to recover from a customer revolt over a short-lived rebrand. The company said Monday that Julie Masino will leave the top job next month and remain as an adviser until Oct. 9.
David Deno will become chief executive on Aug. 10, according to Cracker Barrel. Deno previously led Bloomin’ Brands, the parent company of Outback Steakhouse and other restaurants, from 2019 until his retirement in 2024.
Deno also held executive posts at Best Buy and Yum Brands, the parent of KFC and Taco Bell, Cracker Barrel said. He takes over a Lebanon, Tennessee-based chain with nearly 660 restaurants in 43 states.
Why did the Cracker Barrel CEO step down?
Cracker Barrel announced Masino’s departure after a difficult year that included a rejected logo change, criticism of restaurant remodels and falling comparable sales. The company did not tie the leadership change to a single event in the information it released Monday.
Masino joined Cracker Barrel in July 2023 after executive roles at Taco Bell and Starbucks. The company hired her for her reputation as an innovator and hoped she could bring in new guests.
Her changes included new menu items such as Hashbrown Casserole Shepherd’s Pie, aimed at drawing more dinner traffic. She also began updating restaurants known for dark interiors and antique displays, adding lighter walls and more comfortable seating.
The biggest fight came last August, when Cracker Barrel said it would replace its long-running logo. The old mark showed an older man in overalls leaning on a barrel, along with the words “Old Country Store.”
Cracker Barrel said at the time that the man in the logo, Uncle Herschel, would still appear on menus and merchandise. The company said the new logo was intended to be easier to read on road signs and mobile apps.
Many customers objected to the change and to the remodeled restaurant look. President Donald Trump also criticized the move in a Truth Social post, saying Cracker Barrel should return to the old logo and admit it had made a mistake based on customer reaction.
Masino reversed the logo decision within days. Sales still weakened afterward, with Cracker Barrel reporting same-store restaurant sales declines of 5% last fall and 7% in the quarter ended Jan. 30, 2026.
Same-store sales measure performance at locations open long enough to make a year-over-year comparison. Cracker Barrel’s retail shops, which are attached to its restaurants, posted even steeper same-store sales drops, according to the company.
Shareholders voted in November to keep Masino as CEO. More recent results had shown some improvement: in the quarter ended May 1, same-store restaurant sales were down 2.6%, and Cracker Barrel raised its full-year revenue and profit forecast.
Masino also narrowed the company’s focus by selling Maple Street Biscuit Co., which Cracker Barrel bought in 2019 and had expanded to 50 locations. Citi analyst Jon Tower wrote Monday that Masino’s exit was unexpected given the recent improvement in trends.
Cracker Barrel shares were down 2.7% in early afternoon trading Monday.
This story draws on original reporting from Fortune.