Cracker Barrel names new CEO after brand backlash and share volatility
Cracker Barrel is changing leadership as it works through the fallout from a brand overhaul that drew political and customer criticism last year. Julie Masino is set to leave the chief executive role on August 10, while restaurant veteran David Deno takes over as the company also points to stronger fiscal 2026 core profit expectations.
Highlights
- Cracker Barrel CEO Sandra B. Cochran will step down August 10, with David Deno, former Bloomin' Brands CEO, named as successor.
- Cracker Barrel expects to exceed its core profit outlook for fiscal 2026 after partially divesting Maple Street Biscuit business.
- Despite shares doubling this year after a 52% decline last year, Cracker Barrel stock fell about 4% Monday following the leadership change announcement.
Leadership transition and recent company moves
As reported by Reuters, Cracker Barrel said on Monday that Masino will step down as chief executive on August 10 after about three years in the role and will remain with the company in an advisory capacity until October 9.The company named David Deno as its new top executive. Deno most recently served as CEO of Florida-based restaurant chain Bloomin' Brands and also held senior roles at Best Buy and Yum Brands.
Last week, Cracker Barrel said it had divested part of its Maple Street Biscuit business and expected to exceed its core profit outlook for fiscal 2026.
Backlash, traffic pressure and market reaction
Cracker Barrel came under social media criticism in August 2025 after it moved to modernize its logo and stores and replace its long-running "Old-Timer" signage, which featured the image of "Uncle Herschel" leaning against a barrel.The company later reverted to its old logo and dropped plans for a more modern store layout. In September 2025, it said the backlash had hurt store traffic and forecast annual revenue below estimates.
Cracker Barrel shares fell nearly 52% last year but have doubled so far this year. The stock was down about 4% on Monday after the leadership change was announced.
In our earlier article, we covered the OCC’s planned leadership transition, with chairman Stephen Luparello set to retire in January 2027 and former DTCC chief Michael Bodson named as his successor. We also noted OCC’s board expansion with two new member directors and the organization’s ongoing transformation work, including progress on the Ovation clearing platform aimed at strengthening risk management as derivatives markets grow.
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