Cracker Barrel has announced that CEO Julie Felss Masino will be stepping down, a move that comes on the heels of the unsuccessful attempt to refresh the brand’s image. Her “woke” rebranding efforts failed to resonate with the loyal customer base, leading to a rollback after significant backlash.
Taking over the leadership role will be David Deno, who has a strong background in the restaurant industry, having recently served as CEO of Bloomin’ Brands, the parent company of Outback Steakhouse. He is set to assume his new responsibilities on August 10, as detailed in a Cracker Barrel press release.
Masino’s tenure, which lasted less than three years, faced challenges when customers objected to the chain’s modernization efforts. The removal of the iconic mascot, Uncle Herschel, and the overhaul of traditional restaurant decorations did not sit well with many diners.
Confronted with strong opposition from both customers and former President Donald Trump, Cracker Barrel opted to return to its classic appeal. This strategic shift has paid off, with the company’s stock soaring by 100% this year, affirming the enduring charm of its original brand identity.