- Cracker Barrel announced on Monday that Masino would step down as chief executive on August 10 after serving in the role since 2023.
- The outgoing boss of Cracker Barrel will be given personal security protection indefinitely after she leaves, in the wake of a backlash over the restaurant chain’s “woke” logo redesign.
- The Nasdaq-listed company said in a filing that, for a “reasonable period of time” after Julie Masino’s departure, it would provide protective services “to the extent reasonably necessary” as determined by the board.
Cracker Barrel has appointed David Deno as its new CEO, succeeding Julie Masino, who will step down on August 10, 2023. This leadership change comes after Masino faced significant backlash over the restaurant chain's updated logo, which was criticized as 'woke'.1
In response to the controversy, the company announced that Masino would receive indefinite personal security protection. The board determined that protective services would be provided for a 'reasonable period of time' after her departure, reflecting the seriousness of the backlash she faced.
The logo redesign, which removed the character Uncle Herschel, sparked a political storm, drawing criticism from various quarters, including former President Trump, who publicly questioned the decision and urged the company to 'admit a mistake'. Following the uproar, Cracker Barrel decided to revert to its previous logo.
The fallout from Masino's resignation was immediate, with shares in Cracker Barrel dropping nearly 3% after the announcement. The company, which operates around 660 restaurants across more than 40 US states, is now navigating the challenges of leadership transition amid a politically charged environment.
“Julie Masino will step down as CEO on August 10 after leading the company since 2023, with Cracker Barrel stating it will provide her with security services 'to the extent reasonably necessary' following public backlash. The decision comes amid controversy surrounding the restaurant chain's recent logo redesign, which has drawn significant criticism.”
The Times
