Cracker Barrel CEO Julie Masino will step down next month after a nearly three-year tenure marked by customer backlash over the restaurant chain’s failed logo change and stripped-down remodels.
David Deno, the former CEO of Outback Steakhouse parent Bloomin’ Brands, will take over on August 10 and join Cracker Barrel’s board of directors, the company announced Monday. Masino will leave the board the same day but remain with the company as an adviser through October 9.
Cracker Barrel described Deno’s appointment as the result of a “comprehensive succession planning and search process.” The company did not state why Masino was leaving.
Founded in 1969, Cracker Barrel operates approximately 660 company-owned locations across 43 states.
“Following a robust and thoughtful search process, we are pleased to welcome David as Cracker Barrel’s next CEO,” Cracker Barrel Board Chairman Carl Berquist said in the press release. “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.”
Backlash followed transformation plan
Masino launched a five-part transformation plan in 2024 aimed at updating the brand, menu, stores, digital business and employee experience, as previously reported by The Dallas Express. She said at the time that customer traffic had fallen nearly 20% compared with 2019 and that the company needed to regain relevance.
The strategy triggered a major backlash in August 2025 after Cracker Barrel introduced a text-only logo that removed the image of the “Old Timer,” commonly called Uncle Herschel, sitting beside a barrel. The company abandoned the new logo within days and restored its traditional design after customers rejected the change, DX reported.
Cracker Barrel then halted its modern restaurant remodels in September. The test locations had featured brighter walls, lighter paint and fewer antiques. The company acknowledged that the modern design did not reflect what customers loved about the chain.
Restaurant sales remain under pressure
The leadership change also comes as restaurant sales remain under pressure. Comparable restaurant sales fell approximately 2.5% during the first 11 weeks of Cracker Barrel’s fiscal fourth quarter compared with the same period a year earlier, the company said on July 20. Comparable retail sales rose approximately 0.5%.
Deno brings decades of experience
Deno brings more than four decades of restaurant and retail experience. He led Bloomin’ Brands from 2019 to 2024 after serving seven years as its chief financial officer. He previously held senior roles at Best Buy, Yum! Brands, Pizza Hut and Burger King, and currently sits on the boards of Krispy Kreme and Panera Brands.
“Cracker Barrel 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 said. “Together, we will stay focused on delivering delicious food and exceptional experiences for our guests, while driving profitable growth.”
Provided by Dallas Express
