LEBANON, TN. – Cracker Barrel Old Country Store has officially announced a leadership shakeup at the top. Chief Executive Officer Julie Felss Masino is stepping down following a tumultuous year marked by intense customer backlash over a controversial attempt to modernize the beloved Southern restaurant chain.
David Deno, former CEO of Bloomin’ Brands (parent company of Outback Steakhouse and Carrabba’s Italian Grill), will step into the CEO role effective August 10. Masino will remain with the company in an advisory capacity through October 9 to assist with the leadership transition.
A $700 Million Rebrand Sparks Backlash
Masino, a former Taco Bell and Starbucks executive, took the helm of Cracker Barrel in July 2023 with a mission to revitalize the brand, boost dinnertime traffic, and attract younger diners. Her multi-year transformation plan included a $700 million investment spanning lighter interior remodels, updated menu offerings, and a redesigned logo.
The turning point occurred when the company unveiled a simplified, text-focused logo. The new emblem removed “Uncle Herschel”—the signature, overall-clad character leaning against a wooden barrel—for the first time in nearly 50 years.
The visual shift triggered a massive grassroots revolt among loyal patrons and conservative commentators, who argued the company was stripping away its traditional Americana identity. The controversy extended to prominent public figures, including President Donald Trump, who publicly urged the chain to restore its classic look.
| Key Events in the Rebrand Timeline | |
| July 2023 | Julie Felss Masino appointed CEO to modernize the 660+ store chain. |
| August 2025 | Cracker Barrel unveils new logo without “Uncle Herschel,” triggering widespread backlash. |
| Late 2025 | Facing falling sales and stock drops, Cracker Barrel backtracks and reinstates the original logo. |
| July 2026 | Cracker Barrel names restaurant industry veteran David Deno as new CEO. |
What management considered a routine brand refresh proved to be what business experts call an “unforced error.” Following a sharp drop in stock valuation and declining store traffic, Cracker Barrel swiftly backtracked. Masino issued an apology, reinstating Uncle Herschel and committing to preserve the nostalgic antique decor and warm country atmosphere patrons expect.
While reversing the design and menu changes helped stabilize financial metrics and sparked a recovery in company valuation, the brand friction lingered. Activist shareholder pressure and softer sales growth ultimately paved the way for the board’s decision to bring in new management.
The appointment of David Deno signals a return to operational fundamentals for Cracker Barrel. Deno brings over 40 years of retail and restaurant industry experience, having held executive roles at Yum! Brands, Pizza Hut, and Burger King before leading Bloomin’ Brands from 2019 to 2024.
“David brings decades of experience across the restaurant and retail industries, with a strong track record of leading businesses through growth and a demonstrated commitment to operational excellence,” said Carl Berquist, independent chairman of the Cracker Barrel board.
In a statement following his appointment, Deno called Cracker Barrel a “truly iconic American brand, defined by its unique combination of warm country hospitality, timeless appeal, and deep connection with guests across generations”.
With leadership changes now in place, Cracker Barrel faces the opportunity to reboot, regroup, and regain customer trust by focusing on the core heritage that built the brand.
