Cracker Barrel CEO to step down after overseeing logo backlash last year

Cracker Barrel CEO Julie Masino is stepping down, nearly a year after the company faced backlash for a modernized logo that removed its "Uncle Herschel" character. The updated branding was criticized on social media as "woke" and "soulless," with former President Donald Trump publicly denouncing the changes. Following the outcry, Cracker Barrel announced it would revert to its old logo. Masino, who has led the chain since 2023, stated she felt "fired by America" after the controversy. David Deno will assume the CEO role on August 10th, with Masino remaining until October to assist with the transition. Cracker Barrel's stock saw a nearly 3% drop following the announcement of Masino's departure.

Cracker Barrel CEO Julie Masino is stepping down next month, nearly a year after an attempted rebrand that sparked customer backlash. David Deno, former CEO of Bloomin' Brands, will take over as CEO on August 10th. The rebrand, which included a simplified logo and restaurant modernizations aimed at attracting younger customers, led to protests and a decline in sales. Although Cracker Barrel reversed the changes, sales have continued to struggle, with same-store sales down 1.8% in the fiscal third quarter. Masino will remain with the company in an advisory role until October 9th.