- David Deno has been appointed as the next CEO of Cracker Barrel, effective August 10, 2026.
- Julie Masino is stepping down as CEO amid backlash over the company's rebranding efforts, which included a controversial logo change.
- Masino will remain in an advisory role until October 9, 2026 to ensure a smooth transition.
- Masino's departure follows a year of controversy over Cracker Barrel's rebranding, which faced significant backlash from customers.
- The backlash included criticism from political figures, with President Donald Trump and others calling for a return to the old logo.
- Cracker Barrel's stock fell nearly 3% following the announcement of Masino's departure, reflecting investor concerns.
David Deno has been named the new CEO of Cracker Barrel, effective August 10, 2026, following the resignation of Julie Masino, who faced significant backlash over a controversial rebranding initiative. Masino, who has led the company since 2023, will remain in an advisory role until October 9, 2026, to ensure a smooth transition.12345
Masino's departure comes after a year marked by a political maelstrom surrounding the company's efforts to modernize its branding, which included a $700 million rebranding effort and a new logo that many loyal customers criticized as “soulless” and “generic”. The backlash was so intense that even former President Donald Trump weighed in, urging the company to revert to its old logo, which they did shortly after the criticism.
Cracker Barrel's stock has struggled, dropping nearly 3% following the announcement of Masino's departure, and is currently around 20% lower than this time last year. The company has also reported declining sales and customer traffic, exacerbated by rising operational costs. Masino will receive an estimated $4.6 million as part of her departure package, highlighting the financial implications of the leadership change.
In a statement, Carl Berquist, the Independent Chairman of the Cracker Barrel Board, expressed confidence in Deno's leadership, stating, “Following a robust and thoughtful search process, we are pleased to welcome David as Cracker Barrel's next CEO.” Deno himself remarked, “I am honored to lead the Cracker Barrel team and look forward to unlocking the full potential of this remarkable brand.”
“David Deno will officially take over as CEO on August 10, 2026, following a turbulent year for Cracker Barrel marked by a controversial rebranding that drew significant backlash, including criticism from former President Trump. Julie Masino, who led the company since 2023, will assist in the transition until October 9, 2026.”
The Guardian
The Independent
