Cracker Barrel CEO Steps Down After Rebrand Backlash and Sputtering Sales

By Dee-Ann Durbin | Associated Press
Updated 5:43 PM EDT, July 27, 2026

The Departure

Cracker Barrel's CEO Julie Masino is stepping down nearly a year after an attempted rebrand of the chain led to fierce customer backlash. The company announced Monday that Masino will step down next month but remain with the company until Oct. 9 in an advisory capacity.

David Deno, former CEO of Bloomin' Brands (which owns Outback Steakhouse and other chains), will succeed Masino on Aug. 10, 2026. Deno served as the CEO of Bloomin' Brands from 2019 until he retired in 2024. He has also held executive roles at Best Buy and Yum Brands, which is the parent company of KFC and Taco Bell.

The Rebrand Controversy

The story began last August when Cracker Barrel announced plans to ditch its longtime logo featuring "Uncle Herschel" — the man in its logo who represents the uncle of founder's uncle. The company said the new logo would be simpler and easier to read on road signs and phone apps, but fans immediately disliked it.

Even President Donald Trump weighed in on Truth Social, saying Cracker Barrel "should go back to the old logo, admit a mistake based on customer response (the ultimate Poll), and manage the company better than ever before."

Masino reversed course within a few days, but the damage was done. The company had hired Masino, a longtime Taco Bell and Starbucks executive, in July 2023 with hopes she would attract new customers to Cracker Barrel, which operates nearly 660 restaurants in 43 states.

Sales Impact

The backlash translated directly into poor sales performance:

• Restaurant sales plunged 5% last fall
• Same-store restaurant sales plunged 7% in the quarter ending Jan. 30, 2026
• Same-store sales at retail stores connected to restaurants dropped even further
• In the quarter ending May 1, same-store restaurant sales were down 2.6%

Despite these challenges, Cracker Barrel's shareholders voted in November to keep Masino in place as CEO, and sales trends had begun to improve in recent months. In the quarter ending May 1, the company raised its full-year revenue and profit forecast.

Corporate Restructuring

Masino also helped sharpen the company's focus on the Cracker Barrel brand with the sale of the company's Maple Street Biscuit Co. stores. Cracker Barrel acquired Maple Street in 2019 and operated 50 locations around the country.

Citi analyst Jon Tower said in a research note Monday that the news of Masino's departure was surprising given those recent improvements.

Cracker Barrel shares fell 2.7% in early afternoon trading on the announcement.

About the Company

Lebanon, Tennessee-based Cracker Barrel Old Country Store is one of America's most recognizable restaurant chains, known for its country music, warm hospitality, and hearty comfort food. The company continues to operate under Deno's leadership as he works to stabilize the brand following the controversial rebrand attempt.

This story was originally published by the Associated Press on July 27, 2026.