Cracker Barrel CEO Julie Masino is set to resign in August, approximately one year after the restaurant chain faced significant public criticism for a rebrand that aimed to modernize its image. David Deno, former CEO of Bloomin' Brands, will succeed Masino.
The company's attempt to update its classic logo and store interiors drew backlash from loyal customers who felt the changes diluted the brand's traditional Southern charm. The rebrand was described by critics as "soulless" and "generic," sparking national controversy and even drawing commentary from President Trump, who urged the chain to revert to its original branding. Cracker Barrel management thanked Masino for her contributions following the announcement of her departure.
The leadership change occurs during a challenging period for the Tennessee-based company, which operates nearly 660 locations across 44 states. The company has also faced financial difficulties, with its shares falling more than 2% on the day of the announcement and remaining about 20% lower than a year prior. Declining sales, slowing customer traffic, and increasing operational costs have contributed to the financial strain.
Cracker Barrel is navigating intense competition from casual dining chains like Denny's and IHOP, which are also vying for budget-conscious consumers seeking comfort food. Masino is expected to remain with Cracker Barrel until October to assist Deno with the transition. The situation highlights the difficulties brands face in attracting new demographics while retaining their established customer base.