Cracker Barrel CEO quits months after ‘woke’ rebrand backlash rocked iconic restaurant chain

Cracker Barrel is shaking up its leadership after CEO Julie Masino announced she is stepping down following a turbulent tenure marked by a controversial brand overhaul and mounting pressure to revive sales.

The restaurant chain said Monday that Masino, who took the helm in late 2023, will step down as CEO and from the board, effective August 10, after leading an ambitious turnaround plan that included remodeling stores, refreshing menus, and updating the brand’s image.

Her departure comes after the company faced backlash from loyal customers over its modernization efforts, with critics accusing the beloved Southern chain of abandoning the rustic charm that made it a household name.

Some customers blasted the redesigned stores as looking too modern and ‘generic,’ while others accused the company of going ‘woke’ by moving away from its traditional country aesthetic. 

The overhaul even drew criticism from President Donald Trump, who publicly weighed in on the controversy.

Cracker Barrel has named former Bloomin’ Brands CEO David Deno as Masino’s successor as it looks to stabilize the business and win back diners after several quarters of sluggish performance and declining traffic.

Masino will remain in an advisory role through October 9 to ensure a smooth transition, while Deno – who previously spent more than two decades in senior leadership roles at Yum Brands before leading Bloomin’ Brands – takes over as CEO and joins the board.

Independent Chairman Carl Berquist said Deno was selected following a ‘robust and thoughtful search process,’ citing his decades of restaurant and retail experience and track record of driving growth and operational excellence.

Her departure comes after the company faced backlash from loyal customers over its modernization efforts, with critics accusing the beloved Southern chain of abandoning the rustic charm that made it a household name

Masino had tried to roll out a new modernized logo last summer that took away the ‘Old Timer’ sitting on a barrel for a more sanitized look (pictured)

Berquist also credited Masino with laying the foundation for the company’s turnaround, saying her leadership helped position Cracker Barrel for its next chapter.

Masino took over in 2023 with a mission to modernize the struggling chain, launching an ambitious turnaround plan that included store remodels, menu updates and a refreshed brand identity.

But the makeover sparked fierce backlash from loyal customers, many of whom accused Cracker Barrel of abandoning the country charm that made it famous.

Despite the criticism, Masino insisted the changes were necessary to attract younger diners while preserving the brand’s heritage, saying she was proud of the progress made and confident the company was well positioned for future success.

The leadership shake-up comes as Cracker Barrel continues efforts to revive sales after years of sluggish traffic, with recent results showing signs that restaurant traffic and comparable sales were beginning to stabilize.

The company recently sold its Maple Street Biscuit Company business as part of a broader effort to reduce its roughly $486.6 million debt load and strengthen its balance sheet.

As part of the overhaul, Cracker Barrel sold the Maple Street brand, intellectual property and assets tied to 35 restaurants to Kentucky-based Biscuit Belly LLC. 

Those locations will gradually be converted into Biscuit Belly restaurants over the next 18 to 24 months.

The 16 remaining Maple Street locations, however, will permanently close rather than be rebranded.