Cracker Barrel Announces CEO Transition

Cracker Barrel has revealed that Julie Masino will be stepping down from her role as CEO.

Masino led a rebranding effort in 2025 that faced significant backlash from customers, ultimately impacting the company’s market value.

Carl Berquist, the independent chairman of the board, expressed gratitude to Masino and introduced David Deno as the new CEO, set to take over on August 10th.

“On behalf of the Board and the entire company, I want to thank Julie for her leadership and commitment to Cracker Barrel,” Berquist stated.

“We also appreciate her partnership to ensure a smooth leadership transition as we remain focused on our ongoing work to serve our guests, support our employees, and meet our strategic goals,” he added. “We wish Julie all the best in her future endeavors.”

The company noted that Masino, who has been CEO since 2023, will maintain her position until August 10th and then shift to an advisory role to aid in the transition until October 9th.

Deno brings over 40 years of restaurant and retail experience, having previously served as the CEO of Bloomin’ Brands from 2019 to 2024, as stated by Cracker Barrel.

Berquist emphasized Deno’s extensive background, expressing confidence in his ability to guide the company forward.

“Following a thorough search process, we are pleased to welcome David as Cracker Barrel’s next CEO,” Berquist remarked. “We believe he is the right leader to build on the Cracker Barrel legacy, drive operational and financial momentum, and create lasting value for our shareholders.”

Deno expressed his honor in leading the company, highlighting the team’s commitment to providing quality food and experiences for customers.

“Cracker Barrel is a truly iconic American brand, defined by its unique blend of warm hospitality, timeless appeal, and deep connection with guests across generations,” Deno said.

The 2025 rebranding included removing the familiar “Old Timer” from the logo, updating restaurant interiors, and introducing new menu options as part of a $700 million modernization initiative.

However, following the logo change, Cracker Barrel experienced a nearly $100 million decrease in market value, with losses at one point reaching up to $200 million. This prompted a swift decision to revert to the original logo.

Despite the initial setbacks, the company has made some recovery, although stock prices remain lower compared to the same period last year. That said, they have seen an increase of about 89% since the beginning of the year, according to reports.