Cracker Barrel Appoints David Deno as CEO After Rebrand Failure

Cracker Barrel Old Country Store announced on July 27, 2026, that CEO Julie Felss Masino will step down on August 10. She will be succeeded by David Deno, the former CEO of Bloomin' Brands, who will also join the company's board of directors. Masino, who has led the company since July 2023, will remain as an advisor until October 9 to assist with the transition.

The leadership change follows a turbulent period characterized by a failed 2025 effort to modernize the brand to attract younger customers. This initiative included decluttering restaurant interiors and removing the mascot Uncle Herschel, known as the "old timer," from the company logo. The changes sparked fierce backlash, particularly among Republican diners and conservative critics who framed the update as a surrender to "wokeness." President Donald Trump also criticized the redesign.

Following the outcry, sales plummeted and the company's stock value dropped, forcing Masino to reverse the rebranding plans and suspend restaurant remodels. Despite the reversal, financial struggles continued, with same-store sales down 1.8% in the fiscal third quarter ending May 1. To reduce debt, the company also sold its Maple Street Biscuit Company subsidiary to Biscuit Belly LLC. Under the leadership of David Deno, the company intends to focus on operational stabilization and profitable growth.