Cracker Barrel CEO Julie Masino resigns amid failed rebrand

Julie Masino, chief executive of Cracker Barrel Old Country Store Inc., will leave the role on 10 August 2026, remaining as an adviser until October. Former Bloomin' Brands CEO David Deno is slated to succeed her.

Masino’s departure follows a year‑long effort to modernise the heritage restaurant chain, including a refreshed logo and updated interiors aimed at younger diners. The redesign sparked swift backlash from loyal customers, prompting Cracker Barrel to reverse the new logo shortly after its launch. The branding controversy coincided with declining sales and weaker financial performance, and analysts noted the change sent the company’s shares down more than 2 percent.

The leadership change underscores the challenges heritage brands face when attempting to update their image without alienating core customers, and it adds to broader discussions about the heightened scrutiny on female CEOs during corporate turnarounds.