# Cracker Barrel CEO transition after rebrand backlash > Live situation record from CLSTR: https://clstr.news/situations/cracker-barrel-ceo-transition-after-rebrand-backlash > Updated: 2026-07-31T08:19:00.000Z. Sources: 45. Developments: 3. Cracker Barrel’s 2023 redesign that removed the “Old‑Timer” logo triggered a nationwide backlash and a dip in same‑store sales. The chain reversed the logo and slowed renovations, while also divesting the Maple Street Biscuit Company and completing a $77 million sale‑lease‑back of 26 stores to cut debt. In July 2026, CEO Julie Masino announced she will step down on 10 August 2026, remaining as an adviser until 9 October, and will be succeeded by David Deno, former Bloomin’ Brands chief, who will also join the board. Analysts noted the controversy pushed the stock down more than 2 percent and coincided with weaker financial performance. The leadership change underscores the difficulty heritage casual‑dining brands face when modernising their image and highlights heightened scrutiny of female CEOs during turnarounds. ## Claims - Cracker Barrel changed its logo in August 2023, removing the historic “Old‑Timer” figure. (corroborated by 4 sources) - The logo change and modernized restaurant interiors caused a strong customer backlash and a decline in sales. (corroborated by 4 sources) - Cracker Barrel withdrew the new logo and slowed interior renovations after the backlash. (corroborated by 4 sources) - David Deno will succeed Julie Masino as Cracker Barrel’s chief executive. (corroborated by 4 sources) - CEO Julie Masino will step down next month and will remain as an adviser until 9 October. (corroborated by 3 sources) - David Deno was previously chief executive of Bloomin’ Brands from 2019 to 2024. (corroborated by 2 sources) - David Deno will also join Cracker Barrel’s board of directors. (corroborated by 2 sources) ## Timeline ### 2026-07-31: Cracker Barrel CEO Julie Masino resigns amid failed rebrand Cracker Barrel CEO Julie Masino will step down on 10 August, succeeded by David Deno, after a controversial rebrand that drew customer backlash and a dip in the company’s stock. 2 sources. https://clstr.news/cluster/cracker-barrel-ceo-julie-masino-resigns-amid-failed-rebrand ### 2026-07-29: Cracker Barrel appoints new CEO after rebrand backlash Cracker Barrel withdrew a controversial logo redesign after customer backlash and named former Bloomin’ Brands chief David Deno as its new CEO, with outgoing CEO Julie Masino staying on as adviser until October 7 sources. https://clstr.news/cluster/cracker-barrel-appoints-new-ceo-after-rebrand-backlash ### 2026-07-27: Cracker Barrel names David Deno CEO as Julie Masino steps down after rebrand backlash Cracker Barrel CEO Julie Masino will leave on Aug 10, staying as adviser until Oct 9, as former Bloomin’ Brands chief David Deno takes over; the switch follows a 2025 logo redesign that provoked backlash, a 4%‑ 36 sources. https://clstr.news/cluster/cracker-barrel-ceo-julie-masino-resigns-after-rebrand-backlash --- Cite as: Cracker Barrel CEO transition after rebrand backlash. CLSTR, https://clstr.news/situations/cracker-barrel-ceo-transition-after-rebrand-backlash