Cracker Barrel is moving into a new era of leadership after announcing that Chief Executive Officer Julie Masino will step down following months of controversy tied to a botched logo redesign, pressure from activist investors, and eroding customer sentiment.
Cracker Barrel, a Tennessee-based restaurant and retail chain, said Monday that CEO Julie Masino will step down next month but will remain as an advisor through October. David Deno, a restaurant and retail veteran who was formerly CEO of Bloomin’ Brands, will succeed her. Masino will assist in the transition in the interim until she leaves her executive duties altogether.
Her departure marks the end of a difficult period for Cracker Barrel, which has struggled to adapt while preserving its decades-old brand of Southern memories. Masino was hired in 2023 to retool the brand, attract a younger customer base, and improve the performance of its nearly 660 outlets, and her efforts are beginning to show results. She transformed the restaurant interiors, updated the menus, and brought back the brand.
But the most controversial change came in 2025 when the company introduced a redesigned logo that eliminated the recognizable “Old-Timer” figure known to customers as Uncle Herschel. The revamp was supposed to update the brand’s image, but it drew criticism from loyal customers who saw it as a departure from Cracker Barrel’s roots. In a separate development, Cracker Barrel posted revenue that topped expectations for its latest quarter and lifted its full-year guidance, while the branding debate continued to capture public attention.
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The answer was quick and unanimous. The criticism on social media snowballed into a larger cultural conversation about corporate rebranding and tradition. Public figures, including former President Donald Trump, also chimed in, drawing more attention to the issue. Activist investors also expressed concern about falling traffic and sales performance.
The dispute arose during a difficult financial period. Cracker Barrel in 2025 experienced weaker sales, decreased guest traffic, and leadership refocus on core menu offerings and the brand’s traditional identity. Executives say they need to rebuild trust with loyal customers while staying relevant in a competitive dining market.
The incoming CEO, David Deno, has extensive restaurant industry experience, including most recently as the CEO of Bloomin’ Brands and in senior roles at Best Buy and Yum! Brand. The board of Cracker Barrel said it appointed him because of his operational knowledge and background in consumer-focused businesses.
Deno said in a public statement that Cracker Barrel is one of America’s most iconic restaurant brands and that he is committed to strengthening its heritage while improving guest experience and performance. The board also expressed its appreciation for Masino’s efforts during a time of significant change and market challenges.
Masino’s departure points to a larger issue for legacy brands: how to upgrade without turning off loyal customers. For Cracker Barrel, the experience demonstrated the power of branding decisions on public perception and the bottom line.
With Deno ready to take the wheel, the question is whether the company can build momentum again while maintaining the nostalgic identity that has defined Cracker Barrel for more than half a century.
