Cracker Barrel CEO Julie Felss Masino to Step Down After 'Woke' Rebrand Backlash
David Deno, former CEO of Bloomin' Brands, will replace Masino as the Southern dining chain's new leader.
Cracker Barrel CEO Julie Felss Masino is stepping down from her position, the company announced Monday. Her departure comes after a period marked by backlash from customers over rebranding efforts.
David Deno, a restaurant executive who most recently served as CEO of Bloomin' Brands, which owns Outback Steakhouse, is set to take over as CEO on August 10. Masino has led Cracker Barrel for less than three years.
During her tenure, the company attempted to modernize its image by reportedly phasing out its mascot, Uncle Herschel, and revamping restaurant decor. These changes reportedly led to dissatisfaction among some longtime customers. The company subsequently reversed these rebranding efforts and emphasized its traditional branding.
Following the reversal and a renewed focus on its established image, Cracker Barrel's stock reportedly saw a significant increase, rising 100% within the year. The backlash also reportedly drew attention from President Trump.