Cracker Barrel Old Country Store has appointed David Deno as its new chief executive officer. His arrival suggests a shift toward stabilizing operations after a challenging year of public backlash and declining sales. Deno, formerly CEO of Bloomin’ Brands, will step into the role on August 10, succeeding Julie Felss Masino. Masino, who became CEO in July 2023, will leave on August 10 but continue in an advisory role until October 9 to aid the transition.
David Deno’s Background
David Deno brings extensive experience from the restaurant and retail sectors. Before leading Bloomin’ Brands from 2019 to 2024, he spent 15 years at Yum! Brands in top executive roles, including chief financial officer and chief operating officer. He started his career at Burger King and now serves on the boards of Krispy Kreme and Panera Brands. Carl Berquist, Cracker Barrel’s board chairman, praised Deno’s leadership skills and operational excellence.
Julie Felss Masino’s Tenure
Julie Felss Masino was appointed CEO of Cracker Barrel in July 2023. Previously, she held prominent positions at Taco Bell, Fisher-Price, Sprinkles Cupcakes, and Starbucks. Although she will step down as CEO on August 10, Masino will stay through October in an advisory capacity.
Logo Change Controversy
Under Masino’s leadership, Cracker Barrel announced a major transformation plan that included lighter dining room decor and a revised corporate logo. The new logo omitted “Uncle Herschel,” a man leaning on a wooden barrel, sparking backlash. Critics saw the change as a departure from Southern traditions and an act of corporate “wokeness.” Social media debates intensified, with both critics and supporters voicing strong opinions.
Prominent figures, including President Donald Trump, participated in the debate. Trump urged the company to revert to the old logo and capitalize on the situation. The controversy impacted Cracker Barrel financially, with a significant drop in stock value.
Shortly after, Cracker Barrel reversed the logo change to manage the fallout. Business analysts noted that the reversion resulted in wasted costs with no resolution to the underlying financial issues. Between 2019 and 2024, operating income fell drastically, indicating broader challenges.
Reactions to the Rebrand
Professor Thomas Murphy of Clark University remarked on the strategic challenges companies face when rebranding. He explained that changes are often driven by shifts in consumer behavior or a desire to connect with a new audience. In Cracker Barrel’s case, the goal was to appeal to a younger demographic not engaged with the traditional brand.
Masino’s Response to Departure
In her departure announcement, Masino did not provide a personal statement. However, board chairman Carl Berquist acknowledged her contributions and her role in ensuring a smooth leadership transition.
In a later interview, Masino expressed feeling “fired by America” and admitted misjudging the core demographic’s attachment to the original branding. She emphasized that the modernization efforts were not politically motivated, stating: “We’re not trying to make political statements… No, it’s pancakes. Not even one time.”