Cracker Barrel Old Country Store announced on Monday that President and Chief Executive Officer Julie Felss Masino will step down from her role and board position on August 10, following a tumultuous tenure marked by heavy public backlash over a failed corporate rebrand. Masino, who served in the position for about three years, will remain with the Middle-Tennessee-based company in an advisory capacity until October 9, according to a corporate press release.
Cracker Barrel CEO Julie Masino Steps Down After Rebrand Controversy
To succeed Masino, the board named restaurant industry veteran David Deno as the company’s new CEO and board member, effective August 10. Deno most recently served as CEO of Florida-based restaurant chain Bloomin’ Brands — the parent company of Outback Steakhouse, Carrabba’s Italian Grill, and Bonefish Grill — from 2019 to 2024. His resume also includes senior and executive leadership positions at electronics retailer Best Buy and Yum Brands, the parent company of KFC and Taco Bell.
Carl Berquist, independent chairman of the Cracker Barrel board, thanked Masino for her leadership and her partnership in ensuring a smooth transition. Following the announcement, Cracker Barrel shares fell about 4% in market trading.
The 2025 Rebrand Backlash and Political Pressure
The changes sparked swift public protest on social media from customers who felt the updates abandoned the company’s nostalgic roots. The controversy drew high-profile attention, including criticism from conservative figures and U.S. President Donald Trump, who weighed in on social media to state that the company should go back to the old logo
and later urged the chain to Make Cracker Barrel a WINNER again.
Though Masino initially defended the updates in an interview with Good Morning America
by asserting that feedback from remodeled locations was overwhelmingly positive,
the fierce public outcry forced a rapid corporate reversal. Within weeks, the company abandoned the new logo, reinstated the “Uncle Herschel” Old-Timer imagery, and suspended its store remodel initiative.
Financial Fallout and Ongoing Recovery Efforts
The brand controversy took a severe toll on the company’s financial performance. In September 2025, Cracker Barrel acknowledged that the customer backlash had significantly damaged store traffic and forced the company to forecast annual revenue below Wall Street estimates. For the entire previous year, Cracker Barrel’s shares fell nearly 52%, though they had doubled earlier in the year leading up to the CEO transition announcement.
Operational pressures have persisted for the Lebanon, Tennessee-based operator, which maintains 660 restaurants across 43 states. Cracker Barrel reported that same-store sales dropped 1.8% during its fiscal third quarter, which ended on May 1, indicating that sales have continued to sputter despite the scrapped redesigns.
To win back core customers, the company has leaned heavily into nostalgia, reviving traditional menu items and Americana-themed merchandise. Cracker Barrel also launched a partnership with America250 featuring limited-time offerings and a reimagined version of its iconic rocking chair. Additionally, the company announced it divested part of its Maple Street Biscuit business and expects to exceed its core profit outlook for fiscal 2026.
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