Cracker Barrel Old Country Store Inc. has announced that its outgoing chief executive officer, Julie Masino, will receive indefinite personal security protection following her departure, amid ongoing fallout from the restaurant chain’s controversial logo redesign.
In a regulatory filing, the Tennessee-based company stated that it would provide protective services for Masino “for a reasonable period of time” after she steps down on August 10, 2026. The level and duration of protection will be determined by the company’s board, and Cracker Barrel will cover any associated tax liabilities incurred by Masino as a result of this benefit. Masino will remain with the company as an adviser through October to assist with the leadership transition.
Masino became CEO in 2023 and oversaw the chain—operating approximately 660 locations across more than 40 U.S. states—during a period of intense public backlash sparked by a logo change introduced in August 2025. The updated branding removed the longstanding “Uncle Herschel” figure, a man leaning on a barrel in overalls, which critics on social media denounced as overly “woke” and lacking character. The redesign drew widespread criticism, including from former President Donald Trump, who publicly questioned the decision and urged the company to reverse course.
Following the public outcry, Cracker Barrel restored its original logo. Masino later told conservative commentator Glenn Beck in December 2025 that she felt she had been “fired by America” amid the controversy. The company’s shares declined nearly 3 percent after news of her impending departure was announced.
David Deno, an industry veteran, has been named Masino’s successor. In a statement, Deno described Cracker Barrel as “a truly iconic American brand” with a “unique combination of warm country hospitality, timeless appeal, and deep connection with guests across generations.”
Post-employment security arrangements without a fixed termination date are uncommon for corporate executives, although similar provisions have been made recently, such as Starbucks’ agreement to provide former CEO Howard Schultz with security protection for up to ten years after his 2023 departure. Concerns over executive safety have increased following the 2024 fatal shooting of United Healthcare CEO Brian Thompson outside a Manhattan hotel, prompting many companies to reassess security measures for senior leadership.