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Cracker Barrel Makes Big Announcement
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Cracker Barrel Makes Big Announcement

Cracker Barrel is making another leadership change as it continues working to recover from a controversial rebranding effort that drew widespread customer criticism and coincided with a sharp decline in the company's stock price.

The restaurant chain announced that Chief Executive Officer Julie Masino will step down on Aug. 10 after leading the company for three years. She will be succeeded by David Deno, the former CEO of Bloomin' Brands, parent company of Outback Steakhouse.

Masino's tenure was defined in large part by an ambitious modernization campaign that attempted to refresh Cracker Barrel's image while maintaining its country-themed identity. The effort included updating the company's logo, removing "Old Timer" from its branding, replacing some of the nostalgic decorations that had long filled its dining rooms, brightening interior color schemes, and making changes to the menu, according to The Wall Street Journal.


Many longtime customers reacted negatively to the changes, arguing that the updates stripped away the traditional atmosphere that had made Cracker Barrel distinctive for decades.

The strongest backlash followed the introduction of a new company logo last August. Investors also reacted unfavorably. Cracker Barrel's stock closed at $58.80 before the announcement and fell to $50.54 the following trading day, erasing roughly $100 million in market value.

Although the company has shown signs of improvement since then, its shares remain approximately 18 percent lower than they were a year ago, according to Fox Business, and have yet to recover to their levels before the rebranding effort.

Facing criticism from customers, Cracker Barrel quickly reversed course on several of its branding changes.

"We thank our guests for sharing your voices and love for Cracker Barrel," the company said in a statement released last summer.

"We said we would listen, and we have. Our new logo is going away and our 'Old Timer' will remain. At Cracker Barrel, it's always been—and always will be—about serving up delicious food, warm welcomes, and the kind of country hospitality that feels like family."

The company has since focused on stabilizing operations and improving customer traffic.


During Cracker Barrel's most recent earnings call, Masino said the company had begun seeing encouraging results.

"Q3 results exceeded our expectations, driven by our operating and cost actions, while guest-facing metrics continue to improve, and position us for further traffic recovery," she said, according to Fox Business.

Chief Financial Officer Craig Pommells acknowledged that customer traffic remains below previous levels but said trends have gradually improved.

"Comparable store restaurant sales decreased 2.6%, which included a traffic decline of 6.7%," Pommells said.

"Although traffic remained negative, we are encouraged by the gradual improvement in the underlying trend."

The company's board has turned to Deno to lead its next phase. Deno, 69, previously served as chief executive of Bloomin' Brands and brings four decades of experience in the restaurant and retail industries. Before leading Bloomin' Brands, he held executive positions at Best Buy and Yum Brands, the parent company of Kentucky Fried Chicken, Pizza Hut, Taco Bell, and Habit Burger & Grill.

The leadership transition comes as Cracker Barrel continues balancing efforts to attract new customers while preserving the traditional image that has long defined the chain.


The controversy also attracted national attention last year, including from President Donald Trump, who argued that the company should embrace customer feedback and restore its classic branding.

"Cracker Barrel should go back to the old logo, admit a mistake based on customer response (the ultimate Poll), and manage the company better than ever before," Trump wrote on Truth Social.

"They got a Billion Dollars worth of free publicity if they play their cards right. Very tricky to do, but a great opportunity. Have a major News Conference today. Make Cracker Barrel a WINNER again."

As Deno prepares to take over, the company appears to be emphasizing continuity with its longtime identity while continuing efforts to improve financial performance and bring customers back through its doors.

Written by Arthur Higgens - July 29, 2026