Cracker Barrel’s CEO Julie Masino is stepping down effective August 10, nearly a year after the restaurant chain’s controversial logo redesign sparked fierce customer backlash and drew criticism from President Donald Trump, the company announced Monday.
Masino will be replaced by David Deno, who most recently served as CEO of Bloomin’ Brands, the parent company of Outback Steakhouse and other casual dining chains. Deno brings over four decades of experience in the restaurant and retail industries, having previously held executive positions at Best Buy, Yum Brands, Pizza Hut, and other major companies. He will join Cracker Barrel’s board of directors, while Masino will remain in an advisory capacity through October 9 to support the transition.
The leadership change marks the culmination of a turbulent year for the Tennessee-based restaurant chain. In August 2025, Cracker Barrel unveiled a simplified new logo that removed the iconic “Uncle Herschel” character—the image of an old man sitting in a wicker chair leaning against a barrel that had defined the brand since the 1970s. The redesign was part of a broader modernization effort intended to appeal to younger customers and make the chain more contemporary.
The decision sparked immediate and intense backlash. On social media, conservative critics quickly condemned the change as “woke,” and President Trump weighed in on August 25, writing on Truth Social that the company should “go back to the old logo, admit a mistake based on customer response (the ultimate Poll), and manage the company better than ever before.” The White House echoed the sentiment with the message “Go woke, go broke.”
The controversy had immediate financial consequences. The controversy drove a sharp drop in the company’s stock, erasing approximately $94 million in market value in a single day. Within just over a week of mounting criticism, Cracker Barrel reversed course. On August 26, the company announced it would abandon the new logo and return to the iconic “Old Timer,” halting its broader restaurant remodeling plans as well.
Masino attempted to explain the decision at a subsequent investor conference, noting that the simplified logo was originally chosen to be more visible on highway billboards to passing motorists, rather than for ideological reasons. She later spoke with conservative radio host Glenn Beck, saying she felt “fired by America” amid the controversy and that all she “wanted to do was help people love this brand the way I love this brand.”
Despite the reversal, sales continued to struggle. The company’s same-store sales declined 1.8% in its fiscal third quarter ended May 1. Masino also faced shareholder pressure from activist investor Sardar Biglari, CEO of Steak ‘n Shake, who launched his eighth proxy fight against the company in over 15 years. Biglari urged shareholders to vote against Masino and several board members, claiming the company’s rebranding effort had destroyed over $1 billion in shareholder value.
At Cracker Barrel’s annual shareholder meeting in November 2025, Masino survived the ouster attempt, with shareholders voting to retain her with approximately 75% support. However, board member Gilbert Dávila, a marketing and diversity specialist, resigned after failing to secure enough votes. Major proxy advisory firms including Institutional Shareholder Services and Glass Lewis had recommended voting against Dávila but recommended keeping Masino in place.
Masino took over as CEO in July 2023, coming from Taco Bell where she had served as president of the international division. Her tenure was marked by efforts to revitalize a struggling casual dining chain facing declining relevance among younger diners. Beyond the logo redesign, her modernization efforts included renovating restaurant interiors, updating menus, and removing traditional nostalgic décor that had long defined the Cracker Barrel customer experience.
In his 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.” The company did not provide a specific reason for Masino’s departure, describing it instead as following a “comprehensive succession planning and search process.”
Cracker Barrel’s board chairman Carl Berquist thanked Masino for her leadership while emphasizing the company’s focus on serving guests and supporting employees. Deno’s appointment signals the board’s shift toward emphasizing operational execution and profitable growth. Prior to becoming CEO at Bloomin’ Brands, Deno served as executive vice president and chief financial officer of the company beginning in 2012, leading it through its initial public offering.
The leadership transition comes as Cracker Barrel attempts to recover from the reputational damage of the rebranding controversy. The company operates 660 restaurants across 43 states and has been working to rebuild customer trust following last summer’s fiasco. Though the company recently raised its financial outlook following better-than-expected third-quarter earnings, the logo debacle’s impact has continued to weigh on the chain’s trajectory and brand perception.