Cracker Barrel CEO Out After ‘Woke’ Rebrand Backlash

Cracker Barrel CEO Julie Masino tried to ditch the company’s iconic logo featuring Uncle Hershel, but eleven months later the logo is back, and she is out. 

The company announced Masino will step down on Monday after only three years at the helm of the iconic restaurant chain. During her tenure, Masino faced a social media revolt when the company unveiled its new minimalist logo and began removing the company’s signature antique, folksy decorations from its walls. 

The severe backlash sent the stock down 15%. Masino quickly put her multiyear renovation plan on pause, which she said was designed to modernize its stores, menu, and design. 

The criticism reached as far as President Donald Trump, who weighed in by saying, “Cracker Barrel should go back to the old logo, admit a mistake based on customer response (the ultimate Poll), and manage the company better than ever before.”

After the company brought back Uncle Hershel, Trump changed his tune. “Congratulations Cracker Barrel on changing your logo back to what it was. All of your fans very much appreciate it. Good luck into the future,” Trump said urging the company to “Make lots of money and, most importantly, make your customers happy again!

David Deno, former CEO of Bloomin’ Brands, will succeed Masino on August 10. “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,” the company wrote in a statement.

“Ms. Masino will remain with the Company in an advisory capacity until October 9, 2026 to support a smooth transition,” the company added.

Deno has signaled he will keep the company true to its values, praising the company’s “unique combination of warm country hospitality, timeless appeal, and deep connection with guests across generations.”