Cracker Barrel has announced that its chief executive is leaving the company, nearly a year after an ill-fated attempt to refresh the brand triggered a strong backlash from loyal customers.
The company confirmed Monday that CEO Julie Masino will depart next month, though she will stay on in an advisory role through October 9.
Taking her place on August 10 will be David Deno, who previously served as CEO of Bloomin’ Brands — the parent company of Outback Steakhouse and other restaurant chains — from 2019 to 2024. Deno has also held senior executive positions at Best Buy and Yum Brands, the company behind KFC and Taco Bell.
The trouble began last August when Cracker Barrel unveiled a streamlined new logo that dropped its traditional imagery in favor of simply displaying the company’s name. The Lebanon, Tennessee-based chain, which operates 660 restaurants across 43 states, framed the move as part of a broader strategy to modernize its locations and attract a younger customer base. Some restaurants were also being redesigned to feel brighter and less cluttered.
The reaction from customers was swift and negative. Sales dropped sharply, and Cracker Barrel quickly reversed course on the planned changes. However, the financial damage has lingered — the chain reported a same-store sales decline of 1.8% during its fiscal third quarter, which wrapped up on May 1.
Cracker Barrel’s stock fell 4% in Monday morning trading following the announcement.
