Julie Masino Will Leave Cracker Barrel After a Failed Modernization Effort Sparked Backlash and Falling Sales
Cracker Barrel CEO Julie Masino is stepping down nearly one year after the restaurant chain’s controversial rebranding effort triggered intense customer backlash and a sharp decline in sales.
The Lebanon, Tennessee-based company announced Monday that Masino will leave the chief executive position next month. She will remain with Cracker Barrel in an advisory role through Oct. 9.
David Deno will take over as CEO on Aug. 10. Deno previously led Bloomin’ Brands, the parent company of Outback Steakhouse and other restaurant chains, from 2019 until his retirement in 2024. He has also held executive positions at Best Buy and Yum Brands, which owns KFC, Pizza Hut and Taco Bell.
Masino Was Hired to Modernize Cracker Barrel
Cracker Barrel hired Masino in July 2023, citing her experience as an executive at Taco Bell and Starbucks. Company leaders hoped she could modernize the brand and attract younger customers while strengthening traffic at the chain’s nearly 660 restaurants across 43 states.
Masino introduced new menu offerings, including Hashbrown Casserole Shepherd’s Pie, as part of an effort to draw more customers during dinner hours.
She also launched restaurant renovations that replaced some of Cracker Barrel’s darker interiors with lighter walls, updated dining areas and more comfortable seating.
Those changes drew criticism from customers who believed the company was abandoning the rustic atmosphere that had distinguished the restaurant for decades.
Cracker Barrel Logo Change Sparks Immediate Backlash
The criticism intensified in August 2025 when Cracker Barrel announced plans to replace its longtime logo.
The traditional design featured an older man wearing overalls and leaning against a barrel beside the words “Old Country Store.” The character, known as Uncle Herschel, was inspired by the uncle of Cracker Barrel founder Dan Evins.
Company officials said Uncle Herschel would continue appearing on menus and merchandise, but argued that a simplified logo would be easier to recognize on highway signs and mobile applications.
Customers quickly rejected the change.
President Donald Trump also joined the criticism, writing on Truth Social that 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 the decision within days, restoring the longtime logo. However, the retreat did not immediately repair the financial damage.
Cracker Barrel’s same-store restaurant sales fell 5% during the fall and dropped 7% during the quarter ending Jan. 30, 2026. Sales at the retail stores attached to its restaurants declined by an even larger percentage.
Sales Began Improving Before Masino’s Departure
Despite the controversy, shareholders voted in November to retain Masino as CEO.
Cracker Barrel’s financial performance had also begun showing signs of improvement before Monday’s leadership announcement. Same-store restaurant sales declined 2.6% during the quarter ending May 1, a smaller decrease than in previous reporting periods.
The company subsequently raised its full-year revenue and profit forecast.
Masino also narrowed the company’s focus by selling its Maple Street Biscuit Co. business. Cracker Barrel acquired the breakfast-and-lunch chain in 2019 and operated approximately 50 locations nationwide.
Citi analyst Jon Tower described Masino’s departure as surprising because of the company’s recent progress.
Cracker Barrel shares fell 2.7% during early afternoon trading following the announcement.
