Cracker Barrel Appoints David Deno as New CEO Amidst Challenges
Cracker Barrel Old Country Store has announced David Deno as its new chief executive officer. This marks a shift towards stabilizing operations after facing public criticism and falling sales. Deno, with experience as CEO of Bloomin’ Brands, will take over on August 10. He replaces Julie Felss Masino, who led the company since July 2023. Masino will support the transition in an advisory role until October 9.
Background on David Deno
With four decades in the restaurant and retail industries, Deno brings significant experience. He led Bloomin’ Brands from 2019 to 2024. His previous roles include executive positions at Yum! Brands and CFO at Pizza Hut. Deno started his career with Burger King and currently serves on the boards of Krispy Kreme and Panera Brands.
David brings decades of experience across the restaurant and retail industries, with a strong track record of leading businesses through growth and a demonstrated commitment to operational excellence.
These were the words of Carl Berquist, independent chairman of the Cracker Barrel board.
About Julie Felss Masino
Julie Felss Masino became president and CEO of Cracker Barrel in July 2023. Her previous roles included president of Taco Bell International and positions at Mattel’s Fisher-Price, Sprinkles Cupcakes, and Starbucks. Masino steps down on August 10 but remains as an advisor to assist Deno’s transition.
Controversy Surrounding Logo Changes
In mid-2025, under Masino’s leadership, Cracker Barrel revealed a new modernization plan, which included updating its logo. The removal of the “Uncle Herschel” silhouette sparked backlash, particularly from conservative commentators accusing the brand of abandoning traditional values. The company had already faced criticism for its DEI statements and Pride Month posts.
Media personality Collin Rugg called the redesign depressing, and the conservative account End Wokeness suggested leadership should be accountable. Nina Turner, a former Ohio State Senator, criticized the reaction, highlighting larger societal issues needing attention.
Even Donald Trump commented, urging Cracker Barrel to revert to the old logo and capitalize on the publicity.
Financial Fallout and Reversal
The immediate result was a staggering drop in Cracker Barrel’s stock by over 12%, slashing nearly $100 million from its market value. Masino quickly reverted the logo change and stopped restaurant remodels.
Business analysts observed that this reversal under pressure led to wasted expenditures and did not address Cracker Barrel’s financial issues. From 2019 to 2024, operating income dropped from $282.8 million to $45.1 million, with margins falling to 1.3%.
Logo changes often ignite online culture wars, as noted by Thomas Murphy, professor at Clark University’s School of Business: “Rebranding usually stems from a shift in consumer habits or a significant identity change.” Cracker Barrel aimed to appeal to younger audiences who may not connect with the original branding.
Masino’s Departure and Reflections
In her departure announcement, Masino did not release a personal statement. Instead, board chairman Carl Berquist appreciated her leadership and role in the transition.
In an interview, Masino expressed feeling “fired by America” and acknowledged errors made during her CEO tenure. She clarified that the modernization effort was not politically motivated, emphasizing: “It’s about pancakes, not politics.”