Cracker Brand CEO steps down after rebrand backlash
Cracker Barrel’s CEO, Julie Felss masino, is resigning following a controversial rebranding effort earlier last year, which faced significant backlash from loyal customers. The challenges began in May 2025 when the company launched a brand refresh aimed at modernizing its image, including changes to restaurant decor and removing its iconic Uncle Herschel mascot. These alterations resulted in swift customer revolt, prompting the company to revert some customary elements and reconnect with its familiar identity. David Deno, former CEO of Outback Steakhouse, is set to succeed Masino on August 10, while she will remain as an advisor until October. Deno emphasized Cracker Barrel’s longstanding appeal rooted in warmth and tradition, expressing optimism about revitalizing the brand.
Cracker Barrel CEO Julie Felss Masino is stepping down after the company’s rebranding effort last year drew widespread backlash from longtime customers.
The company’s challenges began in May 2025, when it unveiled a brand refresh that included changes to restaurants nationwide as part of an effort to modernize its image.
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The initiative drew months of scrutiny after Cracker Barrel removed its famous Uncle Herschel mascot from its logo and introduced redesigned restaurants with fewer of the nostalgic decorations that had long defined the chain’s identity.
The changes sparked swift backlash from loyal customers, eventually prompting the company to restore elements of its traditional branding and lean back into the identity that had made the restaurant chain a favorite among generations of travelers and families.
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David Deno, a former CEO of Bloomin’ Brands, which owns Outback Steakhouse, will take over on Aug. 10, according to Fox News. Masino will continue in an advisory role until October.
“Cracker Barrel is a truly iconic American brand, defined by its unique combination of warm country hospitality, timeless appeal and deep connection with guests across generations,” Deno said in a statement Monday. “I am honored to lead the Cracker Barrel team and look forward to unlocking the full potential of this remarkable brand.”
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