Cracker Barrel CEO Julie Felss Masino is stepping down after the company’s rebranding effort last year drew widespread backlash from longtime customers.
The company’s challenges began in May 2025, when it unveiled a brand refresh that included changes to restaurants nationwide as part of an effort to modernize its image.
The initiative drew months of scrutiny after Cracker Barrel removed its famous Uncle Herschel mascot from its logo and introduced redesigned restaurants with fewer of the nostalgic decorations that had long defined the chain’s identity.
The changes sparked swift backlash from loyal customers, eventually prompting the company to restore elements of its traditional branding and lean back into the identity that had made the restaurant chain a favorite among generations of travelers and families.
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David Deno, a former CEO of Bloomin’ Brands, which owns Outback Steakhouse, will take over on Aug. 10, according to Fox News. Masino will continue in an advisory role until October.
“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,” Deno said in a statement Monday. “I am honored to lead the Cracker Barrel team and look forward to unlocking the full potential of this remarkable brand.”