Cracker Barrel is undergoing another major leadership change just months after one of the most talked-about restaurant branding controversies in recent memory. The company announced in late July that CEO Julie Masino would step down this month, handing the reins to former Bloomin’ Brands CEO David Deno as the iconic chain works to regain momentum.
CEO recap
Masino, who joined Cracker Barrel in 2023 after executive roles at Taco Bell and Starbucks, will leave her position as chief executive and board member effective August 10. She will remain with the Lebanon, Tennessee-based company in an advisory role through October 9 to help with the leadership transition.
David Deno, who previously led Bloomin’ Brands, parent company of Outback Steakhouse, Carrabba’s Italian Grill, and Bonefish Grill, will assume the CEO role and join Cracker Barrel’s board.
Leadership change follows controversial rebrand
Masino’s tenure was marked by an ambitious effort to modernize the nearly 660-unit restaurant chain. The strategy included updated menu offerings, remodeled dining rooms and a simplified logo intended to attract younger guests while revitalizing the brand.
However, last year’s logo redesign and restaurant updates sparked widespread backlash from longtime customers, who argued the changes stripped away the nostalgic identity that made Cracker Barrel unique. The company quickly reversed course, restoring its classic branding and shelving broader remodeling plans after customer feedback.
What’s next for Cracker Barrel?
The executive shakeup comes as Cracker Barrel continues efforts to improve restaurant traffic and sales after several challenging quarters. The company’s shares fell following the announcement, though executives expressed confidence that Deno’s experience leading a major casual dining operator positions him to guide the brand’s next chapter.
For customers and investors alike, attention will now turn to whether the new leadership can balance modernization with the traditional country charm that has defined Cracker Barrel for decades.
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