Cracker Barrell CEO steps down following logo backlash and rebrand controversy
Topics: US Food, News, Restaurants and bars
Ella Scott
Featured Image Credit: Getty Stock Image
Topics: US Food, News, Restaurants and bars
Julie Masino has officially stepped away from her role as Cracker Barrel CEO, with her immediate successor announced amid controversial logo changes.
On Monday (27 July), Cracker Barrel Old Country Store, Inc. revealed via press release that David Deno had been appointed to serve as the Company's next Chief Executive Officer.
He will join the Board of Directors following a successful and ‘comprehensive succession planning and search process’.
Deno, former COO of Yum! Brands, Inc. and as the president of Quiznos, will assume the position on 10 August, with his predecessor, Masino, set to remain at the company in an ‘advisory capacity’ until 9 October to ‘support a smooth transition’, as per the notice.
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"Cracker Barrel is a truly iconic American brand, defined by its unique combination of warm country hospitality, timeless appeal, and deep connection with guests across generations,” said the businessman upon his appointment.
“I am honored to lead the Cracker Barrel team and look forward to unlocking the full potential of this remarkable brand. Together, we will stay focused on delivering delicious food and exceptional experiences for our guests, while driving profitable growth.”
Masino’s exit comes almost a year after she led the Cracker Barrel team in an attempt to modernise its logo in 2025.
At the time, the Southern-themed restaurant group announced they were ditching the iconic ‘Old Timer’ image in favour of a simple, text-based logo instead.
The proposed design, featuring a subtle barrel-shaped background along with a light retouching to the brand name’s font, was part of the business’s ‘All the More’ campaign, focused on aesthetic shifts and redesigns at its restaurants.
However, after receiving an avalanche of backlash across social media and catching the attention of US President Donald Trump, Masino’s Cracker Barrel went back on the decision.
“We thank our guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have. Our new logo is going away and our 'Old Timer' will remain," the business said via Instagram.
"At Cracker Barrel, it’s always been – and always will be – about serving up delicious food, warm welcomes, and the kind of country hospitality that feels like family. As a proud American institution, our 70,000 hardworking employees look forward to welcoming you to our table soon.”
In September 2025, the chain announced it was suspending further remodelling plans.
This led Masino to say during an investor call that she and her partners were working hard to rebuild trust and increase sales again.
“I feel like I’ve been fired by America,” the businesswoman stated on The Glenn Beck Podcast two months later.
“All I’ve wanted to do was help people love this brand the way I love this brand.”
Earlier this year, the brand went viral again after a company ‘rule’ email was leaked to the press.
According to a memo, first seen by The Wall Street Journal, staff members travelling across the country for meetings and other work-related events were expected to eat the ‘majority’ of their food in other Cracker Barrel restaurants.
“Employees are expected to dine at a Cracker Barrel store for all or the majority of meals while travelling, whenever practical, based on location and schedule,” the outlet reported the message said.
“Exceptions for special occasions must be pre-approved by an E-Team member,” the notice allegedly said.
In a statement to FOODbible, a spokesperson from Cracker Barrel clarified that the company did not expect travelling staff members to eat ‘all’ their meals onsite - just whenever it was feasible.
“The policy for employees to dine at Cracker Barrel while traveling for business, whenever practical based on location and schedule, is not new," they said.
"Also, it is not the only place that our employees may eat when on the road, as previously reported. The change was to further limit reimbursement of alcoholic beverages under the policy."