Cracker Barrel chief executive Julie Masino is stepping down nearly a year after the chain’s attempt to modernise its brand prompted a fierce customer backlash.

Masino will leave the top job and the company’s board on 10 August, after almost three years as chief executive. She will remain in an advisory role until 9 October to support the transition.

The company has appointed former Bloomin’ Brands boss David Deno as her successor following what it described as a “comprehensive succession planning and search process”.

Cracker Barrel did not link Masino’s departure to last year’s branding controversy.

However, the leadership change comes after the heritage business was forced to reverse a major visual identity overhaul amid criticism from customers and political figures, including US president Donald Trump.

The brand unveiled a simplified, text-led logo in August 2025 that removed its long-standing image of an overalls-clad man, commonly known as ‘Uncle Herschel’, leaning against a barrel.

The redesign formed part of a wider modernisation strategy intended to make Cracker Barrel more relevant to a new generation of consumers.

However, critics accused the business of abandoning the nostalgic identity that had helped build its following, describing its refreshed branding and interiors as “sterile” and “soulless”.

The row quickly escalated across social media, with the chain accused by some conservative commentators of becoming “woke”.

Cracker Barrel reinstated its original logo shortly afterwards, telling customers it had listened to their feedback. It subsequently abandoned plans to roll out its more modern restaurant layout beyond the initial test locations.

The business later acknowledged that the negative publicity had affected customer traffic.

Its shares fell almost 52 per cent during 2025, although they have more than doubled since the beginning of this year. The stock dropped around four per cent following news of Masino’s departure.

Incoming boss Deno said the business was an “iconic American brand” with a deep connection to customers across generations.

He added that the company would remain focused on its food and customer experience while pursuing profitable growth.

Deno brings more than four decades of restaurant and retail experience, having previously held senior roles at Best Buy, Yum! Brands, Pizza Hut and Burger King.

Cracker Barrel operates approximately 660 restaurant and retail locations across 43 US states.

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