Cracker Barrel CEO Julie Masino steps down after logo backlash

Cracker Barrel is changing its leadership following a turbulent period marked by a failed corporate rebrand and heavy customer resistance. According to reporting from the Boston Herald, chief executive officer Julie Masino is stepping down from her role and leaving the company's board. The executive transition comes nearly a year after a controversial modernization effort triggered widespread public outcry and disrupted financial results across the restaurant chain.

The leadership shift was formally announced on Monday, July 27, 2026. Masino will officially vacate her position on August 10, 2026, though she will stay with the organization in an advisory capacity until October 9, 2026, according to USA Today. Taking over the helm is David Deno, who previously led Bloomin’ Brands as CEO until his retirement, alongside prior executive experience at Best Buy and Yum Brands, the parent organization behind KFC and Taco Bell, as reported by the Spokesman. Deno's resume also includes serving as executive vice president and chief financial officer for Bloomin’ Brands.

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Carl Berquist, independent chairman of the Cracker Barrel board, praised the incoming leader in a news release carried by Fox 2 Detroit. Berquist stated that Deno brings decades of industry experience and a strong track record focused on operational excellence, guest experience, and team member engagement.

"Following a robust and thoughtful search process, we are pleased to welcome David as Cracker Barrel’s next CEO,"

Carl Berquist, independent chairman of the Cracker Barrel board, via USA Today and Spokesman

Berquist said in the release. Deno expressed his enthusiasm for taking charge of the brand, noting his intent to unlock its full potential.

The executive departure traces back to strategic missteps initiated under Masino's tenure, which began when she joined the Lebanon, Tennessee-based company in July 2023. Tasked with attracting fresh clientele to the chain, which operates nearly 660 restaurants in 43 states, Masino introduced menu innovations such as Hashbrown Casserole Shepherd’s Pie and started updating dark, antique-filled restaurant interiors with brighter walls and different seating arrangements. However, the modernization crossed a critical line on August 19, 2025, when the company revealed plans to eliminate its classic logo featuring an older man leaning against a barrel alongside the words “Old Country Store.”

Public pushback was immediate and severe. Critics complained that the simplified design stripped away the establishment's traditional charm. The controversy escalated when Donald Trump weighed in via a Truth Social post, arguing that the company should revert to its original imagery and manage its operations with greater care based on customer feedback. Responding swiftly to the uproar, the company abandoned the new design on August 26, 2025, confirming that the familiar "Old Timer" logo would stay. Cracker Barrel subsequently halted its broader restaurant remodeling initiative and cut ties with the consulting firm that guided the design choices.

Financial fallout followed the brand friction. Same-store restaurant sales fell sharply over subsequent quarters, and retail sales connected to the locations suffered even steeper drops. During an investor earnings call on December 9, 2025, Masino openly addressed the difficult period, admitting that the company faced ongoing work to recover the trust of hesitant diners. Despite the turmoil, shareholders voted to retain her leadership late last year, and financial indicators showed signs of recovery as same-store metrics improved and forecasts were revised upward.

Recent weeks have also brought structural shifts outside the executive suite. Cracker Barrel recently sold its Maple Street Biscuit Company brand and associated assets to Biscuit Belly, LLC, while closing remaining units and completing a sale-leaseback transaction for company-owned properties designed to reduce corporate debt. While financial analysts expressed surprise at the timing of Masino's exit given recent operational improvements, the board has locked in its transition timeline.

Key Timeline of Events

• July 2023: Julie Masino takes over as CEO of Cracker Barrel.
• August 19, 2025: The company unveils a simplified new logo, removing the traditional character.
• August 26, 2025: Following swift customer resistance and public remarks by Donald Trump, Cracker Barrel reverses course and reinstates the original logo.
• December 9, 2025: Masino acknowledges a difficult financial stretch during a quarterly earnings call with investors.
• July 27, 2026: Cracker Barrel announces that Masino will step down, with David Deno appointed as her successor.
• August 10, 2026: Deno officially assumes the role of CEO.
• October 9, 2026: Masino's advisory period concludes.