Cracker Barrel CEO Steps Down Amid Rebranding Controversy
Julie Masino, the CEO of Cracker Barrel, is set to resign from her role on August 10, as announced in a press release on Monday. Masino faced considerable backlash after her efforts to update the company’s branding, which began in 2025.
During her three-year tenure, Cracker Barrel’s stock value fell dramatically—over half its worth—following the rebranding attempts, noted by the Wall Street Journal. In light of these developments, David Deno, a former CEO of Bloomin’ Brands, has been appointed as her successor. With four decades of experience in the restaurant and retail sectors, including a significant stint at Best Buy, Deno will ease into his new role. Masino will continue with the company in an advisory capacity until October to ensure a smooth transition.
The contentious $700 million “transformation plan,” announced in August 2025, drew ire when it replaced the beloved Uncle Herschel logo with a simpler yellow sign displaying just “Cracker Barrel.” The backlash prompted the company to revert to the old logo within days, resulting in a staggering loss of over $140 million in market value almost instantly. Donald Trump, among other patrons, reacted strongly, urging the company to revert to the previous branding.
In a post on Truth Social, he suggested Cracker Barrel should “go back to the old logo, admit a mistake,” and improve its management. He also added, “Make Cracker Barrel a WINNER again.” Additional criticism emerged over the company’s decisions to remove vintage items from restaurant decor and alter the menu, including cutting out black-eyed peas for New Year’s celebrations.
Masino reflected on the backlash last November, expressing a sense of being “fired by America” during an interview. Investor Sardar Biglari, who has stakes in Cracker Barrel, intensified calls for Masino’s departure after the failed rebranding, accusing the management of straying from the company’s legacy and alienating loyal customers. His group, representing about three percent of Cracker Barrel’s shares, labeled the rebrand as one of the worst in recent memory, listing it alongside other notable failures.
Despite efforts to oust her during a November board meeting, these attempts were unsuccessful. Only after thorough succession planning by the board did Masino agree to step down. Interestingly, since Masino adjusted her rebranding approach, Cracker Barrel’s stock has rebounded, and sales, while still below previous benchmarks, have shown signs of recovery following recent earnings reports.
As Deno takes charge, he has emphasized a commitment to providing excellent food and experiences for guests, while also focusing on profitable growth. He referred to Cracker Barrel as an iconic American brand with a unique charm and enduring connection to its customers.
In a recent move, Cracker Barrel announced its decision to part ways with Maple Street Biscuit Co., which some, including Biglari, viewed as a distraction. Additionally, the company revealed it sold 26 locations with plans to lease them back in an effort to manage its debt.
