Why is Cracker Barrel CEO Julie Masino stepping down?

Cracker Barrel CEO Julie Masino will step down on August 10. The company announced Monday that former Bloomin' Brands CEO David Deno will succeed Masino, while she will remain in an advisory role until October 9 to support the leadership transition.

Independent Chairman Carl Berquist said Deno was selected after a "robust and thoughtful search process" and praised his decades of leadership experience in the restaurant and retail industries. Before leading Bloomin' Brands, Deno held executive roles at Best Buy and Yum Brands, the parent company of KFC and Taco Bell.

Why is Cracker Barrel CEO Julie Masino stepping down?

Masino's exit comes months after Cracker Barrel's modernization strategy drew sharp criticism from loyal customers. In August 2025, the company introduced a simplified logo, removing the familiar "old timer" character from its branding as part of a broader $700 million overhaul aimed at attracting younger diners.


The revamp also included brighter restaurant interiors, decluttered dining rooms, menu updates, and changes to the layout of the chain's signature country stores. However, many longtime customers objected to the changes, prompting Cracker Barrel to reverse the logo redesign within days.

Despite abandoning the rebranding effort, the company continued to struggle. Cracker Barrel reported a 1.8% decline in same-store sales during its fiscal third quarter ended May 1, while revenue and profits also remained under pressure.

David Deno named new Cracker Barrel CEO

Deno will officially become CEO on August 10. In a statement, he described Cracker Barrel as an "iconic American brand" known for its country hospitality and strong connection with customers across generations.

He said he looks forward to unlocking the brand's full potential by focusing on delivering quality food, improving guest experiences, and driving profitable growth.

Cracker Barrel continues turnaround efforts

The leadership change comes as Cracker Barrel continues efforts to improve its financial performance. Last week, the company announced measures to reduce debt, including selling the Maple Street Biscuit Company business and completing a sale-leaseback transaction involving 26 restaurant properties.

Although Cracker Barrel's shares have recovered significantly since the start of the year, the stock remains below where it traded before the rebranding controversy. Shares fell about 4% in Monday morning trading following the announcement of the CEO transition.

Masino joined Cracker Barrel in 2023 after serving as president of Taco Bell's international operations. During her tenure, she also oversaw menu changes and other initiatives intended to make the restaurant chain more relevant to newer generations of customers.