Masino Steps Down

Cracker Barrel’s CEO is leaving after a year of backlash over the chain’s rebrand.

•Consensus

Cracker Barrel CEO steps down after rebrand backlash

New CEO inherits Cracker Barrel still recovering from rebrand backlash

Cracker Barrel chief executive steps down a year after rebrand chaos

Summary

A neutral summary of the key facts most outlets agree on, drawn from reporting across the political spectrum.

Cracker Barrel CEO Julie Felss Masino will step down effective Aug. 10 and remain as an adviser until Oct. 9, the company announced. David Deno, the former CEO of Bloomin’ Brands, owner of Outback Steakhouse, will succeed her as chief executive. Masino’s exit follows a 2025 brand refresh that included a new logo removing the chain’s “old man by the barrel” image, drawing customer and political backlash before the company reversed the logo change. Executives have said restaurant traffic has not fully recovered from the backlash.

The Coverage

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Consensuscommentary from both sides — in agreement.

What the analysis & opinion pieces argue

Rebrand Backlash

Masino’s exit was tied to Cracker Barrel’s failed logo or corporate redesign and the backlash it triggered. The leadership change came while the chain was still dealing with customer anger over a rebrand that did not land.