Cracker Barrel CEO To Step Down Nearly 1 Year After Logo Backlash
on Jul 27, 2026
It’s been almost a full year since Cracker Barrel had the attention of the nation — including President Donald Trump — when it announced it was changing its iconic logo.
This decision was made in August of 2025, accompanied with the announcement that the restaurants would be renovated to have a more polished, modern aesthetic.
The backlash to these decisions was severe, with Cracker Barrel reversing course in less than a week.
Now, on Monday, July 27, about 11 months since that fiasco, Cracker Barrel has announced that its CEO, Julie Felss Masino, will be stepping down.
Masino had been CEO of Cracker Barrel since 2023.
RELATED: Cracker Barrel’s Logo To “Remain” As It Was
Cracker Barrel’s CEO Is Stepping Down
Masino’s final day as CEO and a board member of Cracker Barrel will be Aug. 10, but she is expected to remain as an advisor to the company through Oct. 9.
Masino’s replacement as CEO will be David Deno.
Responding to the announcement that he will be the new CEO of Cracker Barrel, Deno said:
“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.”
He then added, “Together, we will stay focused on delivering delicious food and exceptional experiences for our guests, while driving profitable growth.”
In a statement released by Cracker Barrel on July 27, Carl Berquist, Chairman of the Cracker Barrel Board, said, “Following a robust and thoughtful search process, we are pleased to welcome David as Cracker Barrel’s next CEO. 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.”
Berquist went on to say, “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.”
This announcement comes just a few days after Cracker Barrel announced it was selling its Maple Street Biscuit Company.
Changes at Cracker Barrel since the time of the COVID-19 pandemic have been met with caution by the public, and even backlash.
The inclusion of alcohol on the menu in 2020 marked a significant change for the restaurant experience.
Then, in 2025, the attempt at doing away with the “Old Timer” logo featuring the likeness of Uncle Herschel saw fierce backlash, with the short-lived logo controversy having a longterm affect on the company’s stock, which remains about 20% down from this time last year before the controversy.
In the months following the controversy, Cracker Barrel’s stock went from $66 a share to $25 a share. As of July 27, Cracker Barrel stock is around $51 a share.
Even President Donald Trump chimed in, posting early on Truth Social on August 26, 2025 — just eight hours before Cracker Barrel reversed its logo change — describing the changed logo and other announcements as a “mistake,” but one with an opportunity, potentially to the tune of “a billion dollars worth of free publicity.”
Here was Trump’s full statement on the logo backlash:
Presently, Cracker Barrel has approximately 660 company-owned Cracker Barrel Old Country Store locations in 43 states.
This is a developing story.
RELATED: Cracker Barrel Makes Major Business Move, Sells Maple Street Biscuit Company
