Cracker Barrel Old Country Store has appointed David Deno as the new chief executive officer, marking a strategic move towards stabilizing the company’s operations after facing significant public criticism and declining sales. Deno, an industry veteran, previously led Bloomin’ Brands, the parent company of Outback Steakhouse and Carrabba’s Italian Grill. He will officially take over the leadership role on August 10, succeeding Julie Felss Masino. Masino, who assumed the position in July 2023, will continue in an advisory role until October 9 to ensure a smooth transition.
The leadership change comes after a challenging year for the 55-year-old Southern-themed chain. Cracker Barrel faced a corporate culture war and financial challenges. Cracker Barrel chose not to comment, while Newsweek reached out to Deno for a statement.
Who Is David Deno?
David Deno has spent four decades in the restaurant and retail sectors. Before leading Bloomin’ Brands from 2019 to 2024, he held senior executive roles at Yum! Brands, including CFO and COO positions. He also served as CFO of Pizza Hut. Deno started his career at Burger King and currently serves on the board of directors for Krispy Kreme and Panera Brands. Carl Berquist, independent chairman of Cracker Barrel’s board, praised Deno’s extensive experience and commitment to operational excellence.
Who Is Julie Felss Masino?
Julie Felss Masino became Cracker Barrel’s president and CEO in July 2023. Her previous roles included serving as the president, international, of Taco Bell from January 2020 to June 2023, along with positions at Fisher-Price at Mattel, Inc., Sprinkles Cupcakes, and Starbucks. Masino will leave her CEO position on August 10 but will remain in an advisory capacity until October this year.
Cracker Barrel Logo Change Backlash
During Masino’s tenure, Cracker Barrel unveiled a multi-million-dollar transformation plan in mid-2025. This included revamped dining room decor and a modernized corporate logo, omitting “Uncle Herschel”—a man leaning on a wooden barrel. This logo change, the first in 48 years, ignited backlash from conservative commentators and political figures who saw it as an attack on traditional Southern Americana.
The logo redesign also faced criticism for being perceived as too “woke.” Collin Rugg and the account End Wokeness on social media strongly criticized the decision. Conversely, critics of the outrage pointed out the misalignment of priorities, with public figures like former Ohio State Senator Nina Turner highlighting real-world issues.
President Donald Trump joined the fray, urging Cracker Barrel to revert to the old logo. He suggested capitalizing on the attention with a major news conference. The stock experienced a rapid decline of over 12 percent, losing nearly $100 million in market capitalization. Shortly after, Masino announced the reversal of the logo change and halted restaurant remodels.
Business analysts recognized that this decision left Cracker Barrel with extensive financial losses from the redesign and marketing efforts, while failing to address the company’s core financial issues. From 2019 to 2024, the company’s operating income dropped from $282.8 million to $45.1 million, with operating margins falling to 1.3 percent.
Thomas Murphy, a professor at Clark University’s School of Business, explained that rebranding often stems from shifts in consumer behavior or a significant change in brand identity. For Cracker Barrel, this was an attempt to attract a younger audience less connected to the traditional brand.
Julie Masino’s Departure and Reflections
In the official announcement regarding her departure, Masino did not provide an extensive personal statement. Instead, board chairman Carl Berquist acknowledged her leadership and commitment to the company. He expressed gratitude for her willingness to remain as an advisor through October 9, assisting with the transition.
In a candid reflection following the public backlash, Masino admitted feeling “fired by America.” She acknowledged the company’s oversight in recognizing the strong connection customers have with the traditional branding, emphasizing that the modernization efforts lacked political motives. “We’re not trying to make political statements,” she stated. “No, it’s pancakes. Not even one time.”
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