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Cracker Barrel CEO Who Oversaw Controversial Logo Redesign to Step Down

From CBS News · () English

Translated from English, summarized and contextualized by DistantNews.

At a glance

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  • Cracker Barrel's CEO, Julie Masino, who oversaw a controversial logo redesign, is stepping down and will be replaced by David Deno.
  • Masino's tenure included the unveiling of a new logo in 2025 that sparked public outcry and a nearly $100 million drop in the company's value.
  • The company reversed the rebranding due to backlash, and Masino also led a menu overhaul, with Deno set to take over CEO duties on August 10.

Cracker Barrel announced that CEO Julie Masino, who led the restaurant chain through a widely criticized logo redesign and menu overhaul, will step down. David Deno, formerly CEO of Bloomin' Brands (owner of Outback Steakhouse), will succeed Masino as CEO on August 10. Masino will remain with the company in an advisory capacity until October 9 to ensure a smooth transition.

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.

— David DenoIncoming CEO's statement on the brand's identity.

Masino drew significant public attention last August when Cracker Barrel introduced a new logo that removed the image of founder Dan Evins' Uncle Herschel. This rebranding attempt faced intense public backlash, reportedly causing the company's market value to decrease by nearly $100 million. Cracker Barrel ultimately conceded that the rebranding was a misstep and decided to retain its original logo.

I am honored to lead the Cracker Barrel team and look forward to unlocking the full potential of this remarkable brand.

— David DenoIncoming CEO's statement on his new role.

During Masino's leadership, which began in 2023 after she served as president of Taco Bell's international operations, the chain also underwent a menu overhaul. Masino had previously described the restaurant as "not as relevant as we once were." Her tenure also saw efforts to modernize the brand's image and offerings.

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.

— David DenoIncoming CEO's statement on the brand's identity.

Incoming CEO David Deno expressed enthusiasm for leading the iconic American brand. "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 stated. He added, "I am honored to lead the Cracker Barrel team and look forward to unlocking the full potential of this remarkable brand."

I am honored to lead the Cracker Barrel team and look forward to unlocking the full potential of this remarkable brand.

— David DenoIncoming CEO's statement on his new role.
DistantNews Editorial

Originally published by CBS News in English. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.

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