RESOLVING THE LEDGER
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0 Share Newsweek is a Trust Project member See more of our trusted coverage when you search. Prefer Newsweek on Google to see more of our trusted coverage when you search. Cracker Barrel Old Country Store has named restaurant industry veteran David Deno as its new chief executive officer, signaling a pivot toward operational stabilization following a year of intense public backlash and declining sales.
Deno, who previously served as CEO of Bloomin’ Brands—parent company of Outback Steakhouse and Carrabba’s Italian Grill—will assume the leadership role on August 10, succeeding outgoing CEO Julie Felss Masino. Masino, who took the helm in July 2023, will step down from the board and remain in an advisory capacity through October 9 to assist with the transition.
The leadership swap comes after a tumultuous year for the 55-year-old Southern-themed chain, which found itself at the epicenter of a high-profile corporate culture war and worsening financial headwinds.
Newsweek has reached out to Deno, Cracker Barrel and Masino for comment.
Deno has spent four decades in the restaurant and retail sectors. Prior to his five-year tenure leading Bloomin’ Brands from 2019 to 2024, Deno spent 15 years in senior executive roles at Yum! Brands, serving as chief financial officer and chief operating officer of Yum! Brands as well as CFO of Pizza Hut. He began his career at Burger King and currently sits on the board of directors for Krispy Kreme and Panera Brands.
"David 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," said Carl Berquist, independent chairman of the Cracker Barrel board.
Masino was named president and chief executive officer for Cracker Barrel in July of 2023. She had previously served as the president, international of Taco Bell from January 2020 to June 2023, and prior to this had held roles at Fisher-Price at Mattel, Inc., Sprinkles Cupcakes, and Starbucks .
She is leaving Cracker Barrel as CEO on August 10 but will stay on in an advisory role until October this year.
Masino’s tenure became fraught in mid-2025 when the company unveiled a multi-million-dollar transformation plan. The strategy included lighter dining room decor and a streamlined, modernized corporate logo that temporarily removed "Uncle Herschel"—the iconic silhouette of a man leaning on a wooden barrel. It was the brand's first logo change in 48 years.
Conservative commentators, online MAGA influencers, and prominent political figures quickly seized on the changes, framing the rebrand as an attack on traditional Southern Americana and a surrender to corporate "wokeness". The backlash built on earlier criticism from conservative groups of Cracker Barrel’s Pride Month social media posts and its corporate diversity, equity, and inclusion (DEI) statements.
Media personality Collin Rugg described the redesign as depressing to millions of viewers, while conservative account End Wokeness hyperbolically declared that leadership should face charges for the crime against humanity. Conversely, critics of the outrage mocked the political reaction over a restaurant chain. Former Ohio State Senator Nina Turner pointed out the disconnect on social media, noting that while people struggle with affordable housing, groceries, and medical debt, political commentators were choosing instead to rage over the Cracker Barrel logo.
Even President Donald Trump waded into the controversy, demanding that Cracker Barrel "go back to the old logo, admit a mistake based on customer response (the ultimate Poll), and manage the company better than ever before."
"They got a Billion Dollars worth of free publicity if they play their cards right. Very tricky to do, but a great opportunity. Have a major News Conference today. Make Cracker Barrel a WINNER again," Trump added on Truth Social at the time.
The reaction was swift and financially damaging; Cracker Barrel’s stock tumbled over 12 percent in a single trading session, wiping out nearly $100 million in market capitalization.
Business analysts noted that by reversing course under pressure, management ended up with the worst of both worlds: millions in wasted expenditures on aborted remodels and marketing, while leaving the company's underlying financial decline unaddressed. Between 2019 and 2024, Cracker Barrel's operating income collapsed from $282.8 million to $45.1 million, with operating margins squeezing to 1.3 percent.
Thomas Murphy, a professor of practice at Clark University’s School of Business, explained the strategic dilemma to Newsweek : "The desire to rebrand is typically driven by either a major change in consumer behaviors or a brand dramatically changing who they want to be going forward... In the case of Cracker Barrel, their reason for making changes is the evolution of a younger audience who may not relate as much to the original brand."
In the official announcement confirming her departure, Masino did not issue an extensive personal statement in the company's press release. Instead, board chairman Carl Berquist thanked her on behalf of the company for "her leadership and commitment to Cracker Barrel" and expressed appreciation for her agreement to remain in an advisory capacity through October 9 to assist with the leadership transition.
However, in a candid interview following the intense public reaction, she admitted that she felt as though she had been "fired by America".
Masino openly acknowledged that the company "messed up" and "missed the mark" with its core demographic. She noted that executives failed to recognize how deeply customers identified with the traditional branding, stating that patrons "see themselves in the logo."
However, she firmly rejected claims that the modernization efforts were tied to political or ideological motives, stating: "We're not trying to make political statements… No, it's pancak...
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