Cracker Barrel’s CEO, Julie Masino, is set to step down on August 10, nearly a year after the restaurant chain’s rebranding effort sparked significant controversy and a sharp decline in sales. Masino will remain with the company in an advisory role until October 9 to assist with the leadership transition. She will be succeeded by David Deno, who previously served as CEO of Bloomin’ Brands from 2019 to 2024, the parent company of Outback Steakhouse, Carrabba’s Italian Grill, and other chains. Deno also has executive experience at Best Buy and Yum Brands, which oversees KFC and Taco Bell.
The rebranding initiative, announced in August of the previous year, aimed to modernize Cracker Barrel’s image and attract a younger demographic by introducing a simplified logo. This new design omitted cherished elements such as the signature wooden barrel and the character Uncle Herschel, a longstanding symbol associated with the restaurant’s nostalgic portrayal of the American South. At the time, Cracker Barrel operated more than 660 restaurants across 43 states.
The change provoked a strong backlash from many customers and commentators, particularly within conservative circles, who viewed the update as a departure from the company’s traditional identity. Critics accused Cracker Barrel of adopting a so-called “woke” agenda. The controversy even reached the political arena, with then-President Donald Trump publicly criticizing the logo change and urging the company via social media to revert to its original branding. The official White House account on X further amplified the dispute by posting a satirical version of the logo featuring Trump in place of Uncle Herschel, accompanied by the slogan “Go woke, go broke.”
Following the backlash, Cracker Barrel scrapped the new logo and reinstated its classic imagery. However, the company experienced a significant financial impact, with its stock price falling by more than half by November after the rebrand announcement. Sales suffered similarly, and Masino faced pressure from activist shareholders seeking her removal, though she survived a leadership vote last fall. Although stock prices have partially recovered since the lows in late 2024, they have not returned to pre-rebranding levels.
Cracker Barrel attributed the change in leadership to the ongoing need for strategic direction amid these challenges. The company expressed confidence that David Deno’s experience in the restaurant industry would position it well for future growth and stability. Masino’s tenure was marked by efforts to update the brand but also highlighted the difficulties faced in balancing modernization with maintaining customer loyalty tied to longstanding brand identity.