LEBANON, TENNESSEE — Cracker Barrel Old Country Store announced that Julie Masino is stepping down as chief executive officer of the company. David Deno will succeed Masino as chief executive officer, with both leadership changes effective August 10, 2026.

The departure concludes a tenure that began when Masino joined Cracker Barrel as CEO in July 2023. Masino will step down from the company's board of directors upon her exit from the executive role. She will remain with the company in an advisory capacity until October 9, 2026, to support the transition. As part of her departure package, Masino will receive an estimated $4.6 million.

Deno brings experience from the restaurant and retail sectors to the role. He most recently served as chief executive officer of Bloomin' Brands from 2019 to 2024. Before that, Deno held senior executive positions at Best Buy and Yum Brands.

According to historical records, Deno spent over a decade at Yum Brands, where he helped grow the KFC and Pizza Hut brands to over 40,000 locations globally between 2006 and 2012. In a statement regarding the appointment, Independent Chairman of the Board Carl Berquist said, "Following a robust and thoughtful search process, we are pleased to welcome David as Cracker Barrel's next CEO."

Deno expressed enthusiasm about leading the chain, which operates nearly 660 restaurant and retail locations across 43 or 44 U.S. states. "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. He added, "I am honored to lead the Cracker Barrel team and look forward to unlocking the full potential of this remarkable brand."

The leadership change follows a period of volatility for the brand. In August 2025, Cracker Barrel unveiled a new logo and modernization plan. The initiative included plans to modernize store interiors and removed the "Uncle Herschel" figure, an overalls-clad man leaning against a barrel, from the company logo.

The rebrand faced public resistance, leading the company to reverse the decision and reinstate its original logo in August 2025. Cracker Barrel also canceled plans to remodel restaurants following the backlash.

Financial metrics reflected the turmoil surrounding the modernization efforts. Cracker Barrel's stock fell by approximately 52% in 2025. During the same period, same-store restaurant sales fell 5% in the fall of 2025.

The declining sales trend continued into the new year, with same-store restaurant sales falling 7% in the quarter ending January 30, 2026. Performance improved slightly in the subsequent period, as same-store restaurant sales fell 2.6% in the quarter ending May 1, 2026. Despite the prior year's losses, Cracker Barrel's stock has doubled in value in 2026 prior to the CEO announcement. Following the news of Masino's departure, Cracker Barrel shares fell between 2% and 5%.

Shareholder unrest marked the latter part of 2025. In November 2025, shareholders voted to retain Masino as CEO. However, board member Gilbert Dávila resigned after failing to receive enough votes to remain on the board during the same meeting. Masino later described the intensity of the public reaction in an interview, stating, "I feel like I’ve been fired by America." She also stated in an interview with Glenn Beck that the logo change was not driven by an ideological agenda.

In July 2026, the company took steps to streamline its operations. Cracker Barrel sold its Maple Street Biscuit Company business to Biscuit Belly. Chad Coulter is the co-founder and CEO of Biscuit Belly.

Cracker Barrel had acquired Maple Street Biscuit Company in 2019 for $36 million. Masino commented on the divestiture, saying, "Divesting Maple Street sharpens our focus on the core Cracker Barrel brand and is expected to improve profitability." The company also announced a sale-leaseback of 26 company-owned store locations in July 2026, which generated approximately $77 million in net proceeds.

Recent financial reports indicate a potential stabilization. Cracker Barrel reported better-than-expected revenue in its most recent quarter prior to July 2026. The company also raised its full-year revenue and profit forecast for fiscal 2026. Masino, an American executive who previously served as president of Taco Bell's international operations from 2015 to 2021, also held executive roles at Starbucks.