Cracker Barrel CEO steps down a year after logo debacle that drew Trump’s attention - NBC News

What the report says

NBC News, citing The Associated Press, reported that Cracker Barrel CEO Julie Masino will leave the top job nearly a year after a failed logo change and broader refresh drew strong criticism from customers. The Lebanon, Tennessee-based restaurant and retail chain said Monday that Masino will step down next month and remain as an adviser until Oct. 9.

David Deno, a former CEO of Bloomin’ Brands, will take over as chief executive on Aug. 10. Bloomin’ Brands owns Outback Steakhouse and other restaurant chains. Deno also previously held executive positions at Best Buy and Yum Brands. Masino, who had experience at Taco Bell and Starbucks, was hired in July 2023 as Cracker Barrel sought to modernize and attract new customers across its nearly 660 restaurants in 43 states.

Masino’s changes included new menu items aimed at boosting dinner traffic and remodeled restaurants with lighter interiors and updated seating. The most contentious move came last August, when Cracker Barrel proposed replacing its long-running logo featuring “Uncle Herschel,” the older man leaning on a barrel, and removing the “Old Country Store” wording. The company said the simpler design would work better on road signs and mobile apps, but customers objected, and President Donald Trump publicly urged the company to restore the old logo.

Cracker Barrel quickly reversed the branding decision, but NBC/AP reported that sales weakened afterward, with same-store restaurant sales dropping 5% last fall and 7% in the quarter ending Jan. 30. More recent results had improved, and one Citi analyst described Masino’s departure as surprising given that progress. Shares were down 2.7% in early afternoon trading Monday.