David Deno has been named chief executive officer of Cracker Barrel Old Country Store, effective August 10, 2026, succeeding Julie Masino after a tenure marked by a failed logo rebrand that sparked nationwide backlash. The Lebanon, Tennessee-based restaurant and retail chain announced the succession on July 27, 2026, following what the company described as a comprehensive search process.
Deno, 60, brings more than four decades of restaurant and retail experience to the role. Most notably, he served as CEO of Bloomin’ Brands from 2019 to 2024, where he strengthened the company’s financial foundation and expanded its international presence. Before that, he spent 15 years in senior executive positions at Yum! Brands, including as chief financial officer and chief operating officer, and also held leadership roles at Best Buy and Burger King. He will join Cracker Barrel’s board of directors on the same date he assumes the CEO position.
Masino, who became CEO in November 2023, is stepping down after less than three years in the role. She will remain with the company in an advisory capacity through October 9, 2026, to support the transition. Her tenure was dominated by a controversial modernization effort that included a new logo design unveiled in August 2025.
The rebrand, which removed the iconic “Old Timer” character sitting against a barrel, drew fierce criticism from customers and public figures, including former President Donald Trump. Cracker Barrel reversed course in late August 2025, just days after the logo launch, and returned to its original branding. The company also abandoned planned store modernizations tied to the rebrand initiative.
The failed rebrand had measurable business consequences. In September 2025, Cracker Barrel announced it expected customer visits to drop 4 to 7 percent for the year following the backlash. The company also began a restructuring effort, selling 26 stores and divesting Maple Street to reduce debt, according to reports from late July 2026.
Deno’s track record offers a contrast to Masino’s tenure. At Bloomin’ Brands, which owns Outback Steakhouse and other casual-dining chains, he navigated the company through its initial public offering and the COVID-19 pandemic while strengthening profitability and balance sheet management. Independent Chairman Carl Berquist said the board was confident Deno was “the right leader to continue building on the Cracker Barrel legacy, drive further positive momentum operationally and financially, and create sustainable value for our shareholders.”
In a statement, Deno said he was “honored to lead the Cracker Barrel team and look forward to unlocking the full potential of this remarkable brand.” He emphasized staying focused on delivering food and experiences while driving profitable growth. The company also noted that Deno currently serves on the boards of Krispy Kreme and Panera Brands.
Sources
- Cracker Barrel Investor Relations — CEO succession announcement, August 10 effective date, advisory transition period
- CNBC — Deno’s tenure at Bloomin’ Brands and background, logo backlash context
- National Restaurant News — Masino tenure timeline, Deno appointment details
- Associated Press — Logo rebrand reversal, August 2025 timeline
- Washington Post — Customer traffic decline forecast following rebrand
- Newsweek — Deno’s career history and restaurant industry experience
