- Julie Masino will step down as Cracker Barrel CEO on August 10, with David Deno, the former CEO of Bloomin' Brands, named as her successor.
- Masino's tenure was marked by a controversial rebrand that faced significant public backlash and was swiftly reversed.
- Masino faced significant criticism for the rebrand debacle, which contributed to a 52% drop in Cracker Barrel's shares during 2025.
- Despite the company's stock recovering nearly 100% year-to-date after the initial drop, Masino's public standing did not recover at the same pace.
- Masino described feeling 'fired by America' in an interview following the wave of public backlash.
- Cracker Barrel's board supported Masino during an activist investor challenge last November, even as the company's shares fell significantly.
- Masino's efforts to restore public perception appeared to fall short, despite her success in rebuilding the company's numbers.
Cracker Barrel has named David Deno as its new CEO, succeeding Julie Masino, who stepped down following a tumultuous tenure marked by a controversial rebrand that faced significant public backlash. Masino's leadership saw the company's stock plummet nearly 52% amid the rebrand fallout, although it has since rebounded nearly 100% year-to-date.124
Masino faced intense criticism for the rebranding efforts, which she described as feeling like she was "fired by America" in a previous interview. Despite the board's support during an activist investor challenge last November, her public standing did not recover as quickly as the company's stock.
The board's decision to appoint Deno, a 69-year-old former CEO of Bloomin' Brands, reflects a growing trend of bringing in retired executives to lead high-profile turnarounds. Governance specialists note that while established executives bring credibility and experience, the performance of second-act CEOs can be mixed.
As Cracker Barrel navigates this leadership change, it remains to be seen how Deno will address the challenges ahead and restore confidence among investors, employees, and the public.
“Julie Masino's departure comes after a tumultuous tenure marked by a rebrand that faced significant public backlash, leading to a nearly 52% drop in Cracker Barrel's shares during 2025. The board's decision to appoint 69-year-old David Deno reflects a trend of companies seeking experienced retired CEOs for leadership turnarounds.”
Forbes
WSJ
