Cracker Barrel’s Woke Gamble Doesn’t Pay: Masino Steps Down as Brand Faces Fallout

By Tennessee Ledger Staff

There’s a modern adage, “Go Woke, Go Broke”—and those words of wisdom certainly held true when it came to Cracker Barrel. Cracker Barrel CEO and board member Julie Masino will officially step down on August 10, bringing an abrupt end to a turbulent, three-year tenure defined by a deeply unpopular attempt to modernize the Southern dining icon.

Masino will remain with the company in an advisory role through October 9 to assist with the transition. Taking her place is David Deno, former CEO of Bloomin’ Brands—parent company of Outback Steakhouse and Carrabba’s Italian Grill.

News of the leadership shakeup sent Cracker Barrel shares down 2.4% on Monday.

A High-Stakes Rebrand Backfires

The catalyst for Masino’s departure traces back to early 2025, when she publicly acknowledged that the chain was losing relevance, particularly as its core customer base aged. In response, Cracker Barrel rolled out an ambitious $700 million overhaul across its 660+ locations.

The strategy aimed to attract younger diners by replacing warm, tchotchke-filled interiors with white paint and bright lighting. Most controversially, the company stripped its iconic mascot, Uncle Herschel—a staple of the brand’s logo since 1977—from its official branding.

The response from core customers was swift and furious.

Consumer Edge data revealed that Cracker Barrel’s sales cratered almost immediately, driven by a sharp drop-off among its loyal Republican voter base. Public figures like President Donald Trump publicly slammed the changes, urging the chain on social media to “go back to the old logo, admit a mistake… and manage the company better.”

While Masino initially defended the makeover—claiming initial feedback was “overwhelmingly positive”—the company quickly surrendered to the outrage. Five days after its initial defense, Cracker Barrel halted restaurant remodels, restored the classic Uncle Herschel logo, and pivoted back to its nostalgic roots.

A Surprise Exit Despite Stock Recovery

The strategic U-turn initially paid off for the company’s valuation. By leaning back into its traditional charm, Cracker Barrel’s stock rallied, bouncing back 100% year-to-date after hitting record lows during the peak of the controversy.

Given that rebound, industry analysts were caught off guard by the sudden leadership change.

“The company had never indicated a search was underway,” Benchmark analyst Todd Brooks noted, calling the departure a surprise given the company’s recent positive momentum.

However, underlying sales challenges likely persisted. Michael Gunther, SVP of research at Consumer Edge, pointed out that while Cracker Barrel began narrowing its financial losses by June, overall sales momentum hadn’t meaningfully surged. “The company is way over-indexed in the 65-and-older crowd, and those customers stayed away,” Gunther said.

A New Chapter Under David Deno

Reflecting on the controversy last November during an appearance on Glenn Beck’s The Blaze, Masino admitted she felt as though she had been “fired by America.” While she survived an activist investor campaign and shareholder votes late last year—which did see DEI marketing executive Gilbert Dávila ousted from the board—her tenure ultimately couldn’t outrun the fallout of the failed redesign.

Incoming CEO David Deno expressed optimism about steering the chain back on track.

“Cracker Barrel is a truly iconic American brand, defined by its unique combination of warm country hospitality, timeless appeal, and deep connection with guests,” Deno said in a statement. “I am honored to lead the team and look forward to unlocking the full potential of this remarkable brand.”