Cracker Barrel CEO Julie Masino to step down

Cracker Barrel found itself at odds with its fans last August after removing "Uncle Herschel" from its logo and unveiling its revamped text-only design, a move that sparked backlash and sunk its stock price.

The original 1969 logo was also text-only, but the 1977 addition of the now-iconic imagery became a staple of its branding. The chain also redesigned the interior of its restaurants, ditching the kitschy American aesthetic and replacing it with a slick modernist motif.

In the days after the backlash spread, Cracker Barrel said that after listening to its customers, it would scrap its new logo and keep the "Old Timer" in place.

"We thank your guests for sharing your voices and love for Cracker Barrel," the restaurant chain said in a statement to FOX Business at the time. "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."

"As a proud American institution, our 70,000 hardworking employees look forward to welcoming you to our table soon," the restaurant chain added.

Fox News Digital’s Greg Wehner and Patrick Ward contributed to this post.

Cracker Barrel Old Country Store's comeback gained another major twist Monday as the company announced CEO Julie Masino will step down, one week after raising its financial outlook and touting strategic moves aimed at strengthening the brand following last year's tumultuous rebranding fallout.

The moves come after a challenging stretch for the country-themed chain.

Last summer, Cracker Barrel faced vocal backlash over updates to its logo and restaurant remodels, with longtime customers arguing the company was abandoning the nostalgic look that had defined the brand for decades.

The criticism coincided with weaker sales and backlash that prompted company leaders to restore the chain's signature "Old Timer" logo and interior.

Among the chain's most outspoken critics was Tennessee resident Rachel Love, who previously told Fox News Digital she was disappointed by the changes. After recently visiting a restored Cracker Barrel that had undergone a remodel, however, she said the experience left her optimistic about the brand's direction.

"Going back to Cracker Barrel felt like coming home," Love told Fox News Digital. "Seeing the building returned to its original look honestly brought tears to my eyes before I even walked inside."

This is an excerpt from an article by Fox News Digital's Peter Burke.

David Deno has more than four decades of experience leading major food and retail companies. (Cracker Barrel)

David Deno, a longtime restaurant executive with more than 40 years of experience leading major food and retail companies, is set to take over as Cracker Barrel CEO on Aug. 10.

Most recently, Deno was CEO of Bloomin' Brands, the parent company of Outback Steakhouse, from 2019 to 2024. Before that, he served as the company's chief financial officer and helped lead it through its initial public offering.

Earlier in his career, Deno held leadership roles at Best Buy, Yum! Brands and Pizza Hut, and he got his start in the restaurant business at Burger King.

He currently serves on the boards of Krispy Kreme and Panera Brands.

Cracker Barrel CEO Julie Felss Masino speaks during 13D Monitor's Active-Passive Investor Summit in New York City on Oct. 21, 2025. (Jeenah Moon/Reuters)

Cracker Barrel announced on Monday that CEO Julie Masino will step down, effective Aug. 10, and be replaced by David Deno.

Masino will remain with the company in an advisory capacity until Oct. 9.

"Following a robust and thoughtful search process, we are pleased to welcome David as Cracker Barrel's next CEO," independent Chairman of the Cracker Barrel Board, Carl Berquist, said in a statement. "He brings decades of experience across the restaurant and retail industries, with a strong track record of leading businesses through growth and a demonstrated commitment to operational excellence, guest experience, and team member engagement." 

"We are confident David is the right leader to continue building on the Cracker Barrel legacy, drive further positive momentum operationally and financially, and create sustainable value for our shareholders," Berquist continued.

Berquist also thanked Masino for "her leadership and commitment to Cracker Barrel," adding that the company appreciates "her partnership to ensure a smooth leadership transition as we remain focused on the work underway to continue to serve our guests, support our employees, and execute our strategic priorities."

Cracker Barrel's announcement of the leadership turnover also included a statement from Deno who said that the chain is a "truly iconic American brand, defined by its unique combination of warm country hospitality, timeless appeal, and deep connection with guests across generations."

Deno added that he looks forward to "unlocking the full potential of this remarkable brand," which will include a focus on "delivering delicious food and exceptional experiences for our guests, while driving profitable growth."

Masino's departure follows an attempt to rebrand Cracker Barrel that sparked controversy last summer. The company's changes included the removal of the "old timer" from the company's logo, as well as changes to the interior layout of the restaurants that have long included a general store.

The rebrand was part of a $700 million overhaul across the company's 660-plus restaurants, which also included a revamped menu and decluttered dining rooms.

Cracker Barrel reversed course on the rebranding push less than a week after the backlash began, with Masino explaining that the effort missed the mark and came out of an effort to improve the guest experience at its locations.