Cracker Barrel’s CEO is stepping down a year after rebrand chaos

Cracker Barrel's Chief Executive Officer, Julie Masino, is stepping down from her role, effective August 10, 2026, with David Deno appointed as her successor. Masino will remain in an advisory capacity until October 9, 2026, to ensure a smooth transition. She initially took on the CEO position in July 2023.

This leadership change follows significant controversy and a notable stock decline approximately a year ago, stemming from a brand refresh initiative. In August 2025, the company unveiled a new logo that removed the traditional image of "Uncle Herschel" leaning against a barrel, drawing widespread public backlash. Critics deemed the updated design "woke" or "bland," and the ensuing negative reaction led to a nearly $100 million drop in Cracker Barrel's market value. The company ultimately reversed course and reinstated its original logo in late August 2025 due to the strong customer and investor sentiment.