Cracker Barrel CEO Julie Masino Steps Down After Turbulent Tenure Marked by Logo Backlash and Sales Slump

 

Cracker Barrel CEO Julie Masino Steps Down After Turbulent Tenure Marked by Logo Backlash and Sales Slump

**David Deno, the former CEO of Outback Steakhouse owner Bloomin' Brands, will take the helm on August 10 as the iconic Southern chain looks to revive its brand and win back customers.**

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## The End of a Tumultuous Era

Cracker Barrel Old Country Store announced on July 27, 2026, that CEO Julie Masino is stepping down effective August 10, after a tenure of less than three years . The leadership change comes nearly a year after a deeply controversial rebranding attempt that sparked a fierce customer backlash, wiped out nearly $100 million in market value, and drew criticism from President Donald Trump .

"Following a robust and thoughtful search process, we are pleased to welcome David as Cracker Barrel's next CEO," said independent Chairman Carl Berquist in a company statement. The board expressed confidence that Deno is "the right leader to continue building on the Cracker Barrel legacy, drive further positive momentum operationally and financially, and create sustainable value for our shareholders" .

Masino will remain with the company in an advisory capacity until October 9 to support the transition .

## The Logo Debacle That Changed Everything

The seeds of Masino's departure were sown in August 2025, when Cracker Barrel unveiled a new logo as part of a broader $700 million modernization plan . The simplified design removed the image of an old man sitting in a wicker chair leaning against a barrel—a figure known to customers as Uncle Herschel, the founder's relative .

The redesign was intended to make the brand more visible on highway billboards and appeal to younger customers, but it backfired spectacularly .

**The backlash was swift and severe**:

- Customers protested the changes online and sales plummeted 

- Cracker Barrel's stock plunged, erasing about $100 million in market value 

- Donald Trump Jr. and other MAGA figures accused the company of going "woke" 

- President Trump weighed in on Truth Social, advising the company to "go back to the old logo, admit a mistake based on customer response" 

Just hours after Trump's comments, Cracker Barrel announced on X that the new logo was "going away" and the "Old Timer" would remain . The company also dropped commitments to LGBTQ+ Pride and diversity, equity, and inclusion initiatives .

## Sales Have Continued to Struggle

Despite reversing the rebrand, Cracker Barrel's financial performance has remained under pressure. Same-store sales were down **1.8%** in the fiscal third quarter ending May 1 . The company has faced sluggish traffic and declining sales as it struggles to regain its footing .

## David Deno: A Seasoned Restaurant Veteran Takes Over

Masino's successor brings more than four decades of restaurant industry experience to the role .

**David Deno's credentials**:

- CEO of Bloomin' Brands (owner of Outback Steakhouse and other chains) from 2019 to 2024 

- Former CFO and COO of Yum! Brands, the parent company of KFC, Taco Bell, and Pizza Hut 

- Began his career at Burger King Corporation 

- Currently serves on the boards of Krispy Kreme and Panera Brands 

In a statement, Deno said: "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. I am honored to lead the Cracker Barrel team and look forward to unlocking the full potential of this remarkable brand" .

## What's Next for Cracker Barrel?

The leadership transition comes at a critical moment for the 660-restaurant chain, which operates in 43 states . Investors will be closely watching for any shifts in menu pricing, store investment, or marketing strategy under Deno's leadership .

Despite the turmoil, there are some signs of stability. Cracker Barrel recently reported third-quarter adjusted earnings of 29 cents per diluted share on revenue of $797.4 million, exceeding analyst expectations and raising its full-year outlook . Its stock has also risen significantly in 2026 .

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## Frequently Asked Questions

### Q: Why is Julie Masino stepping down as Cracker Barrel CEO?

A: Masino is stepping down following a "comprehensive succession planning and search process" . Her departure comes after a controversial 2025 logo redesign that sparked a fierce customer backlash, drew criticism from President Trump, and erased nearly $100 million in market value. Same-store sales have also continued to decline since the rebrand was reversed .

### Q: Who is replacing Julie Masino as CEO?

A: David Deno, the former CEO of Bloomin' Brands (owner of Outback Steakhouse), will take over on August 10. He brings more than 40 years of restaurant and retail experience, including senior roles at Yum! Brands, Pizza Hut, and Burger King .

### Q: Will Julie Masino remain with the company?

A: Yes. Masino will stay on in an advisory capacity until October 9 to support the leadership transition .

### Q: What was the Cracker Barrel logo controversy?

A: In August 2025, Cracker Barrel unveiled a simplified logo that removed the image of Uncle Herschel, an old man sitting by a barrel, as part of a wider modernization effort. The change sparked fierce customer backlash, with critics accusing the company of abandoning its traditional country charm and going "woke." The company reversed the changes within days after President Trump weighed in .

### Q: How is Cracker Barrel performing financially?

A: The company has been struggling with sluggish sales. Same-store sales were down 1.8% in the fiscal third quarter ending May 1 . However, the company recently exceeded analyst expectations for third-quarter earnings and raised its full-year outlook .

### Q: What is Cracker Barrel's new CEO's strategy?

A: Deno has said he looks forward to "unlocking the full potential of this remarkable brand" by focusing on delivering "delicious food and exceptional experiences for our guests, while driving profitable growth" . Investors will be watching for any adjustments to menu pricing, store investments, or marketing strategy under his leadership .

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## Disclaimer

**IMPORTANT:** This article is for informational and educational purposes only and does not constitute financial, investment, or professional advice. The information contained herein is based on publicly available sources and reflects the author's understanding as of the publication date. Leadership transitions, company strategies, and financial performance are subject to change. You should consult with qualified professionals for guidance on specific issues.

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*Published: July 27, 2026*

**Tags:** Cracker Barrel, Julie Masino, David Deno, CEO transition, restaurant news, logo controversy, Cracker Barrel CEO, Bloomin' Brands, Outback Steakhouse, retail news, CBRL stock, restaurant industry, leadership change