Cracker Barrel Old Country Store recently appointed David Deno as its new CEO. This decision aims to stabilize operations after a challenging year marked by public backlash and declining sales. Deno, an experienced leader in the restaurant sector, will begin his role on August 10, taking over from Julie Felss Masino. Masino, who started her tenure in July 2023, will assist with the transition until October 9.
Who Is David Deno?
Deno has an extensive background in the restaurant and retail industries. Before leading Bloomin’ Brands from 2019 to 2024, he held executive roles at Yum! Brands, including CFO and COO. His career began at Burger King, and he is currently a board member for Krispy Kreme and Panera Brands. Carl Berquist, independent chairman of Cracker Barrel’s board, praised Deno for his experience and commitment to operational excellence.
Who Is Julie Felss Masino?
Masino became the CEO of Cracker Barrel in July 2023. Before that, she was Taco Bell’s president of international operations and held roles at Mattel, Sprinkles Cupcakes, and Starbucks. Although she steps down on August 10, she will remain in an advisory role until October. During a tumultuous tenure, Masino faced criticism over a rebranding strategy.
Cracker Barrel Logo Change Backlash
In mid-2025, Cracker Barrel introduced a new strategy, including changes to dining decor and a modernized logo. This move sparked backlash, especially among conservative commentators and political figures, who saw it as an attack on traditional Southern Americana. Critics mocked the uproar, emphasizing the misplaced focus amid broader societal issues.
“They got a Billion Dollars worth of free publicity if they play their cards right,” President Donald Trump commented at the time, urging the company to revert to the old logo.
The backlash caused a significant drop in Cracker Barrel’s stock, reducing its market value by nearly $100 million. The company quickly reverted the logo change but faced financial strain from wasted expenditures. Analysts highlighted this reversal as a misstep, failing to address the core financial issues.
Thomas Murphy, a business professor, discussed the rebranding dilemma, noting it often happens due to changes in consumer behavior or shifts in brand identity. For Cracker Barrel, the change intended to appeal to a younger audience who might not connect with the original image.
Masino’s Departure
On leaving her position, Masino did not release a detailed personal statement. Instead, board chairman Carl Berquist thanked her for her leadership. In later comments, Masino acknowledged misjudging the importance of traditional branding to customers, emphasizing that the modernization efforts were not politically driven.