New CEO Takes Helm After Rebrand Misstep and Sales Decline
Cracker Barrel appointed a new CEO after failed rebrand and sales decline, as stock rallied 89% in 2026.
Event / Economy
Cracker Barrel CEO Leadership Transition
Cracker Barrel announced a CEO change on July 28, 2026, with Julie Masino stepping down after nearly three years and David Deno, former CEO of Bloomin' Brands, taking over. The transition follows a failed rebrand attempt in August 2025 that was reversed within a week and subsequent sales decline.
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2026-08-14 to 2026-11-11 · UTC publication dates
Coverage begins 28 Jul, 01:18 UTC
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What happened
David Deno appointed as new Cracker Barrel CEO
David Deno, former CEO of Bloomin' Brands (parent company of Outback Steakhouse), was appointed as the new CEO of Cracker Barrel effective August 10, 2026. Deno has previously held executive positions at Best Buy and Yum Brands (KFC and Taco Bell).
Cracker Barrel reversed rebrand changes within one week of backlash
After intense customer backlash against its rebrand, Cracker Barrel reversed the planned changes within one week. CEO Julie Masino acknowledged that the rebrand effort missed the mark and came from an attempt to improve guest experience.
Cracker Barrel attempted rebrand in August 2025 sparked customer backlash
Cracker Barrel announced a rebrand in August 2025 that included simplifying the logo to remove the 'old timer' character, removing the Uncle Herschel mascot, and revamping restaurant interiors by removing decorative items. The rebrand was part of a $700 million overhaul across 660-plus restaurants and aimed to modernize the chain and appeal to younger customers.
Cracker Barrel same-store sales declined in fiscal third quarter 2026
Cracker Barrel reported same-store sales down 1.8% in its fiscal third quarter ending May 1, 2026. The sales decline continued months after the failed rebrand, with earnings also falling below expectations in December 2025.
Cracker Barrel divested Maple Street Biscuit Company and closed 16 locations
Cracker Barrel sold the Maple Street Biscuit Company brand and 35 of its locations to Biscuit Belly LLC, and closed the remaining 16 Maple Street restaurants. The company also completed a sale-leaseback deal of 26 company-owned locations generating $77 million in net proceeds to pay down debt.
Cracker Barrel CEO Julie Masino to step down effective August 10
Cracker Barrel announced that CEO Julie Masino will step down as of August 10, 2026. Masino will remain with the company in an advisory capacity until October 9, 2026.
Cracker Barrel stock recovered 89% year-to-date in 2026
Cracker Barrel's stock price rose approximately 89% since the start of 2026. The stock had fallen below $30 per share following the rebrand controversy but recovered significantly by late July 2026.
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