Cracker Barrel CEO Julie Masino was the arsonist who burned down the once-iconic brand. After doing intense damage, then failing at damage control, Masino is stepping down.
Too little, too late.
Cracker Barrel announced on Monday that CEO Julie Masino will step down, effective Aug. 10, and be replaced by David Deno.
Masino will remain with the company in an advisory capacity until Oct. 9.
"Following a robust and thoughtful search process, we are pleased to welcome David as Cracker Barrel's next CEO," independent Chairman of the Cracker Barrel Board, Carl Berquist, said in a statement. "He brings decades of experience across the restaurant and retail industries, with a strong track record of leading businesses through growth and a demonstrated commitment to operational excellence, guest experience, and team member engagement."
"We are confident David is the right leader to continue building on the Cracker Barrel legacy, drive further positive momentum operationally and financially, and create sustainable value for our shareholders," Berquist continued.
UPDATE: The CEO that tried to push through the woke rebrand of @CrackerBarrel is "stepping down" and being replaced. https://t.co/xyJlN3Vsbh pic.twitter.com/1Z1WYXyMjE
— Will Hild (@WillHild) July 27, 2026
As RedState extensively reported, here and here, in 2025, the corporation underwent intense backlash from the public that made them famous, after Masino made radical changes like removing Uncle Herschel and the "barrel" signified in the name from the logo, and replacing it with a generic one that represented nothing. Masino also rolled out an interior redesign which eschewed the downhome country decor and replaced it with something that looked like Subway or any generic fast casual chain.
🇺🇸BREAKING: Cracker Barrel’s CEO is out after the disastrous logo redesign that erased the brand’s iconic old man.
— NewsForce (@Newsforce) July 27, 2026
Julie Masino, who greenlit the widely mocked 2025 rebrand that wiped out Uncle Herschel and tanked the company’s value, is stepping down.
A new chief will take…
Read More: Whoa! Cracker Barrel Makes Another Big Announcement Amid Woke Rebrand
Following widespread customer backlash and declining revenue, Cracker Barrel ultimately reversed course on some of the planned changes. Whether that sealed Masino's fate is impossible to know from the outside, but the sequence of events is hard to ignore. Her advisory role through October is consistent with the kind of transition period often seen when executives depart. If history is any guide, she is unlikely to leave empty-handed.
The incoming CEO, David Deno, commented:
"Cracker Barrel is a truly iconic American brand, defined by its unique combination of warm country hospitality, timeless appeal, and deep connection with guests across generations. I am honored to lead the Cracker Barrel team and look forward to unlocking the full potential of this remarkable brand. Together, we will stay focused on delivering delicious food and exceptional experiences for our guests, while driving profitable growth."
Whether Deno proves to be an improvement remains to be seen. But desperate times...
Editor’s Note: The 2026 Midterms will determine the fate of President Trump’s America First agenda. Republicans must maintain control of both chambers of Congress.
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