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Cracker Barrel’s CEO Julie Masino is set to step down next month, less than a year after a rebranding effort sparked strong customer opposition. The company announced Monday that Masino will remain with Cracker Barrel in an advisory role until October 9.
David Deno will take over as CEO on August 10. Deno brings extensive restaurant industry experience, having led Bloomin’ Brands-which owns Outback Steakhouse-until his retirement in 2024. He has also held executive positions at Best Buy and Yum Brands, the parent company of KFC and Taco Bell.
Masino joined Cracker Barrel in July 2023, bringing with her a background from Starbucks and Taco Bell. She was hired to drive innovation and attract new customers to the chain’s nearly 660 locations across 43 states. During her tenure, Masino introduced new menu items, such as Hashbrown Casserole Shepherd’s Pie, and began modernizing the traditionally rustic restaurant interiors with lighter decor and more comfortable seating.
The turning point came last August when Cracker Barrel announced it would retire its longtime logo featuring an older man leaning on a barrel, known as Uncle Herschel, who represents the founder’s uncle. The company planned a simplified logo aimed at improving visibility on road signs and digital platforms. However, the change sparked immediate backlash from loyal customers and even drew criticism from former President Donald Trump, who urged the company to revert to the original design.
Masino quickly reversed the logo change, but the rebrand controversy contributed to a significant drop in sales. Same-store restaurant sales fell 5% last fall and 7% in the quarter ending January 30, 2026. Retail store sales associated with the restaurants declined even more sharply.
Despite these challenges, Cracker Barrel’s shareholders voted to keep Masino as CEO in November, and sales showed signs of recovery in recent months. For the quarter ending May 1, same-store restaurant sales were down 2.6%, and the company raised its full-year revenue and profit outlook.
Masino also refocused the company’s efforts on its core brand by selling Maple Street Biscuit Co., which Cracker Barrel had acquired in 2019 and operated with 50 locations nationwide.
Citi analyst Jon Tower described the news of Masino’s departure as unexpected given the recent positive trends. Following the announcement, Cracker Barrel’s shares dipped 2.7% in early afternoon trading.