- Julie Masino announced her departure as CEO on August 10 after serving since 2023.
- Cracker Barrel plans to cover Masino's security costs and pay her $4.6 million in exit payments following her departure.
- David Deno is set to take over as CEO with a $1 million annual salary and relocation expenses.
- Masino will receive personal security protection indefinitely after her departure due to backlash over the restaurant chain's logo redesign.
- The company will provide protective services for a reasonable period after Masino's departure as determined by the board.
- Cracker Barrel faced a political storm last August after unveiling an updated logo that removed Uncle Herschel.
- The company's stock and store sales declined as customers revolted against the changes, which were quickly reversed.
- Masino's exit was described as a surprise by analysts, given the company's recent recovery.
David Deno has been named the new CEO of Cracker Barrel as Julie Masino steps down amid fallout from a controversial logo redesign that sparked public outrage, including criticism from former President Trump. Masino, who led the company since 2023, will receive $4.6 million in exit payments over two years and indefinite personal security protection due to safety concerns following the backlash.1234
The company, which operates around 660 restaurants across more than 40 US states, faced significant challenges after unveiling a new logo that removed the character Uncle Herschel, leading to a political storm and a decline in stock prices. Shares fell nearly 3 percent after the announcement of Masino's departure, reflecting investor concerns about the company's direction.6
In a regulatory filing, Cracker Barrel stated it would provide protective services for Masino for a “reasonable period of time” as determined by the board. This unusual move highlights the growing safety concerns for executives in the wake of increasing violence against public figures. Analysts noted that Masino's exit was unexpected, especially as the company had begun to recover from its 2025 declines.5
“Masino's exit follows a tumultuous period for Cracker Barrel, marked by a failed rebrand that drew public backlash, including criticism from President Trump. The company is now focused on moving past this controversy while providing Masino with indefinite security protection due to safety concerns stemming from her tenure.”
The Times
