Cracker Barrel CEO departs a year after Trump joined backlash over logo change

Cracker Barrel Old Country Store

27/07/2026 17:04

July 27 (Reuters) - Cracker Barrel CBRL.O on Monday said Julie Masino would step down as its CEO, nearly a year after the company faced criticism from conservatives, including U.S. President Donald Trump, for a short-lived decision to change its decades-old logo.

Here are the details:
Masino will step down as CEO on August 10 after about three years in the role and will remain with the company in an advisory capacity until October 9.
Cracker Barrel named restaurant industry veteran David Deno as its new top boss.
In August 2025, the company faced backlash on social media for its decision to modernize its logo and stores and replace its decades-old "Old-Timer" signage which featured the image of an overalls-clad man known as "Uncle Herschel" leaning against a barrel.
Cracker Barrel reverted to its old logo and also dropped a plan to roll out a more modern store layout.
The company said in September 2025 that the backlash had hit store traffic, and forecast annual revenue below estimates.
Cracker Barrel's shares fell nearly 52% last year, but have doubled so far this year. The stock was down about 4% after the CEO change was announced on Monday.
Deno was most recently the CEO of Florida-based restaurant chain Bloomin' Brands BLMN.O and has also held senior positions at electronics retailer Best Buy BBY.N as well as Yum Brands YUM.N.
Last week, Cracker Barrel said it had divested part of its Maple Street Biscuit business, and expected to exceed its core profit outlook for fiscal 2026.

 (Reporting by Juveria Tabassum in Bengaluru; Editing by Maju Samuel)
 ((Juveria.Tabassum@thomsonreuters.com;))