Julie Masino is stepping down as Cracker Barrel CEO on August 10, 2026, ending a three-year tenure marked by a contentious logo rebrand that alienated the chain’s core customers and triggered a sharp stock decline.
Masino sought to modernize Cracker Barrel, which first opened in 1969, by updating its folksy logo, removing antique tchotchkes from stores, and changing the menu to appeal to younger diners. The logo redesign, unveiled in August 2025, removed the image of Uncle Herschel—restaurant founder Dan Evins’ uncle—sitting in a wicker chair leaning against a barrel, replacing it with a minimalist text-only design.
The backlash was immediate and severe. Critics called the new logo “soulless” and “generic,” arguing it stripped away the chain’s nostalgic country appeal. The redesign sparked political controversy, with President Donald Trump among those criticizing the rebrand. Cracker Barrel’s stock fell sharply—dropping roughly 13% in two days and losing nearly $100 million in market value, according to reporting from multiple outlets including CBS News and Reuters.
Facing the firestorm, Cracker Barrel reversed course just eight days later on August 26, 2025, announcing it would scrap the new logo and return to the original design. However, the damage persisted. By December 2025, the company reported weak sales and trimmed its outlook as the blowback continued. Comparable restaurant traffic fell 8%, according to reporting in September 2025.
Masino will receive a $4.6 million payout over two years, provided she remains terminated without cause, and will stay on in an advisory capacity until October 9 to support the transition, according to the Wall Street Journal. Her annual compensation was $6.4 million, including a base salary of $1 million plus stock awards.
David Deno, who most recently served as CEO of Bloomin’ Brands—the parent company of Outback Steakhouse—will replace Masino. Deno also held senior roles at Best Buy, Quiznos, and Yum! Brands, bringing extensive restaurant industry experience to the role. “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,” Deno said in a statement. “I am honored to lead the Cracker Barrel team and look forward to unlocking the full potential of this remarkable brand.”
Masino joined Cracker Barrel in 2023 after serving as president of Taco Bell’s international operations. Her departure comes as Cracker Barrel sells 26 stores and divests Maple Street to reduce debt, signaling broader efforts to stabilize the company after the rebrand turbulence.
Sources
- Wall Street Journal — Masino stepping down on Aug. 10, David Deno as successor, $4.6 million payout, three-year tenure, stock price decline, activist pressure
- CBS News — Logo redesign backlash, stock value drop of almost $100 million, Deno’s background at Bloomin’ Brands, Masino’s advisory role through Oct. 9
- Reuters — Stock decline of 13% in two days following logo reveal
- The Hill — Stock loss of $94 million, Cracker Barrel reversing course on new logo
- BBC News — Logo reversal on Aug. 26, 2025, Donald Trump criticism of rebrand
- Investopedia — December 2025 weak sales report and outlook trim due to rebranding blowback
- Forbes — September 2025 report of 8% traffic decline
