Julie Masino, who became CEO of Cracker Barrel in 2023, announced she will step down on August 10, 2026, amid fallout from the company’s controversial rebranding effort last year [1, 2, 3]. David Deno will succeed her as CEO starting the same day [1, 2, 3]. Masino will stay with the company as an adviser through October 2026 to help with the leadership transition [1, 3].
The departure follows widespread criticism last summer after Cracker Barrel unveiled a new logo that removed its iconic Uncle Herschel character. The rebranding included a broader $700 million investment in over 660 restaurant remodels and menu revamps [1, 3]. The logo change sparked a fierce backlash on social media and from conservative commentators, including former President Donald Trump, who called the new image "woke" and "sterile" [1, 2, 3]. Facing strong customer condemnation, Cracker Barrel reverted to its original logo and scaled back remodel plans within weeks of the rollout [1, 2, 3].
Masino described her experience in an interview with conservative commentator Glenn Beck, saying she felt "fired by America" despite her intentions to "help people love this brand the way I love this brand" [2]. The company did not provide an official reason for her departure [2].
Cracker Barrel’s stock price fell nearly 3% following the announcement of Masino’s exit [1]. David Deno, the new CEO, praised the company as "a truly iconic American brand, defined by its unique combination of warm country hospitality, timeless appeal, and deep connection with guests across generations" [1].
Masino took the helm in 2023, steering the brand into a costly, high-profile rebranding project that proved divisive through 2025 [1, 2]. She will remain involved for two months after stepping down before fully exiting in October 2026 [1, 3].
