Cracker Barrel CEO Julie Masino is resigning after a controversial rebrand, with former Bloomin' Brands boss David Deno set to take over the restaurant chain.
Key facts
- •Julie Masino will leave her role as CEO in August but stay until October to assist David Deno.
- •David Deno, the former boss of Bloomin' Brands, is the incoming CEO.
- •The company operates nearly 660 restaurant and store sites across 44 US states.
- •Cracker Barrel shares are currently about 20% lower than they were one year ago.
- •The chain previously faced criticism for a rebrand that was described by detractors as 'soulless' and 'generic'.
Cracker Barrel announced on Monday that CEO Julie Masino will step down in August. She will be succeeded by David Deno, the former head of Bloomin' Brands, though Masino will remain with the company until October to assist with the leadership transition.
By the numbers
Rebrand and Public Backlash
The leadership change follows a period of significant controversy surrounding a 2023 rebrand that aimed to modernize store interiors and simplify the company's logo. Loyal customers and critics, including President Trump, argued the changes removed the brand's nostalgic Southern charm. The backlash led the company to eventually reverse the rebrand.
Financial and Operational Challenges
Cracker Barrel, which operates nearly 660 locations across 44 states, has faced declining sales and slowing customer traffic alongside rising operational costs. The company is also contending with increased competition from chains such as IHOP and Denny's. Following the announcement of the leadership change, the company's share price fell by more than 2%.
Timeline
- 2023Cracker Barrel implemented a rebrand that sparked public backlash.
- MondayThe company announced CEO Julie Masino's resignation and the appointment of David Deno.
- AugustJulie Masino will officially step down from her role.
- OctoberMasino will conclude her time at the company following the transition period.
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This article was independently rewritten by ManyPress editorial AI from reporting originally published by BBC Business.
