Cracker Barrel’s CEO Julie Masino is stepping down on August 10, 2026, less than a year after a failed logo rebrand sparked fierce customer backlash and cost the chain store nearly $100 million in market value.
Masino, who joined Cracker Barrel in 2023, sought to modernize the 57-year-old company by overhauling its visual identity and store designs. In August 2025, the chain unveiled a new minimalist text-only logo, removing the iconic image of Uncle Herschel—restaurant founder Dan Evins’ uncle—sitting in a wicker chair leaning against a barrel.
The redesign triggered immediate and severe backlash. Customers called the new logo “soulless” and “generic,” arguing it stripped away the chain’s nostalgic country appeal that had defined Cracker Barrel for decades. The controversy drew national attention, with President Donald Trump among those criticizing the rebrand.
The financial impact was swift. Cracker Barrel’s stock fell roughly 13 percent in two days, wiping out approximately $94 million in market value according to The Hill and CBS News. Comparable restaurant traffic declined 8 percent by September 2025, according to reporting from the time.
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 financial outlook as the blowback continued.
David Deno, who most recently served as CEO of Bloomin’ Brands—the parent company of Outback Steakhouse—will replace Masino effective August 10. Deno brings extensive restaurant industry experience from senior roles at Best Buy, Quiznos, and Yum! Brands. According to a company statement, Deno said he is “honored to lead the Cracker Barrel team and look forward to unlocking the full potential of this remarkable brand.”
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 departure comes as the company pursues broader stabilization efforts, including selling 26 stores and divesting Maple Street to reduce debt.
The CEO succession marks a significant turning point for the chain store, which is attempting to rebuild customer trust after the rebranding turbulence. Deno’s appointment signals a shift back toward the brand’s core identity and heritage that resonated with customers for decades.
Sources
- PR Newswire — David Deno appointment as CEO effective August 10, 2026, Julie Masino stepping down
- National Restaurant News — Deno’s prior role at Bloomin’ Brands, Masino’s tenure since July 2023
- CNBC — CEO succession announcement, timing relative to logo rebrand
- Wall Street Journal — Masino’s $4.6 million payout, advisory role through October 9, three-year tenure
- CBS News — Logo redesign backlash, stock value drop of approximately $100 million, Deno’s background
- The Hill — Stock loss of $94 million following rebrand announcement
- BBC News — Logo reversal on August 26, 2025, Donald Trump criticism of rebrand
- Fox Business — Former employee calling rebrand “brand suicide,” removal of Uncle Herschel imagery
- Forbes — September 2025 report of 8 percent comparable traffic decline
