Cracker Barrel names David Deno CEO as Masino exits after 3 years

Cracker Barrel Old Country Store Inc. said Chief Executive Julie Masino will step down Aug. 10, ending a tenure of less than three years marked by a failed rebrand that alienated loyal customers. The company named David Deno, the former chief executive of Bloomin' Brands Inc., as her replacement.

"Following a robust and thoughtful search process, we are pleased to welcome David as Cracker Barrel's next CEO," Independent Chairman Carl Berquist said in a statement. "He brings decades of experience across the restaurant and retail industries, with a strong track record of leading businesses through growth."

Masino, who took the helm in late 2023, attempted to modernize the 660-location Southern dining chain by removing its Uncle Herschel mascot and stripping stores of the tchotchkes that defined the brand's folksy identity. The changes sparked a backlash from longtime customers and drew criticism from President Donald Trump. Cracker Barrel reversed course last year, restoring the mascot and decor — a move that helped send the stock up 100% so far in 2026, according to the New York Post.

Deno, 63, led Bloomin' Brands — owner of Outback Steakhouse — from 2019 to 2024, strengthening its financial foundation and expanding its international presence. He previously served as chief financial officer at Bloomin' Brands, Best Buy Co. and Yum! Brands Inc., and began his career at Burger King Corp. He currently sits on the boards of Krispy Kreme Inc. and Panera Brands.

Masino will remain with Cracker Barrel in an advisory capacity through Oct. 9 to support the transition. The company, founded in 1969 and headquartered in Lebanon, Tennessee, operates roughly 660 company-owned locations across 43 states.

The leadership change introduces near-term uncertainty for Cracker Barrel as Deno takes over a brand still recovering from the strategic missteps of the Masino era. Investors will watch for any shifts in menu pricing, store-level investment or marketing strategy under the new CEO, with the next quarterly earnings report serving as the first major test of Deno's turnaround plan.

This article is for informational purposes only and does not constitute investment advice.