Cracker Barrel CEO Julie Masino exits after logo controversy and sales slump, David Deno takes over

Leadership change announced

Cracker Barrel Old Country Store Inc. said on Monday that Chief Executive Julie Masino will step down, effective August 10. David Deno, the former CEO of Bloomin' Brands, will succeed her and join the company's board of directors. Masino will remain with the Lebanon, Tennessee-based chain in an advisory capacity until October 9 to assist with the transition.

Cracker Barrel is a truly iconic American brand, defined by its unique combination of warm country hospitality, timeless appeal and deep connection with guests across generations.

Carl Berquist, Cracker Barrel's independent chairman, said the appointment followed a "robust and thoughtful search process." Masino is set to receive more than $4.6 million in severance, according to a regulatory filing, while Deno will earn a base salary of $1 million plus an annual bonus and company equity.

The rebranding controversy

Masino's departure comes nearly a year after Cracker Barrel attempted to modernize its brand identity. In August 2025, the company replaced its classic logo, which featured an "Old-Timer" in overalls leaning on a barrel, with a simpler design using only the words "Cracker Barrel" in a smooth, brown font. The chain also announced plans to remodel store interiors.

The changes sparked an immediate backlash. Loyal diners accused the company of stripping away its Southern charm and described the new look as "soulless" and "generic." Critics, including President Trump, claimed the rebrand represented a surrender to "wokeness" and urged the chain to restore its original identity. Cracker Barrel reverted to the old logo within days, and Masino later apologized, vowing to "always" preserve "the core elements that people expect from Cracker Barrel."

Financial pressures

The leadership transition unfolds against a backdrop of deteriorating results. Same-store restaurant sales fell 2.6 percent in the three months that ended on May 1 compared with the same period a year earlier, while foot traffic declined 6.7 percent. Overall revenue dropped nearly 3 percent during the quarter, to $797.4 million. In the first 11 weeks of the company's latest fiscal quarter, same-store sales were down 2.5 percent.

Shares of Cracker Barrel fell by more than 2 percent after Monday's announcement and remain roughly a fifth lower than a year ago, though the stock has nearly doubled in 2026 after plunging below $25 per share earlier in the year.

New leadership and competitive challenges

David Deno arrives with decades of restaurant-industry experience. He served as CEO of Bloomin' Brands, the parent of Outback Steakhouse and Carrabba's Italian Grill, from 2019 to 2024, and previously held the roles of CFO and COO at Yum Brands, which owns Taco Bell and KFC. He currently sits on the boards of Panera Brands and Krispy Kreme.

Deno inherits a chain of nearly 660 country-themed restaurant-and-retail sites across 44 US states that is grappling with fierce competition from Denny's and IHOP, both of which are vying for budget-conscious diners seeking classic American comfort food. The rebranding episode highlighted the delicate task of attracting younger customers without alienating a core, longstanding customer base that values the chain's nostalgic identity.