Saw that one coming.
Cracker Barrel announced this morning that CEO Julie Felss Masino will be stepping down, less than a year after implementing a failed rebrand for the iconic restaurant that drew massive backlash and quickly forced leadership to backtrack.
Masino was appointed as CEO of Cracker Barrel back in 2023, and last year the company announced that they would be changing their logo for the first time in nearly 50 years, removing the iconic “Uncle Hershel” and opting for a more modern, minimalist look:
The company also began renovating their restaurants, turning them from the homey, country-inspired spaces that everybody’s familiar with to something that looked like it was designed by Chip and Joanna Gaines and would be found selling $23 burgers to hipsters in East Nashville.
Well, it didn’t go well for them. The backlash was overwhelming on social media, and the company’s stock dropped 14% after the logo change was announced, amounting to $100 million in market value.
Masino initially defended the changes while trying to minimize the backlash in a way that was so utterly stupid that there’s no way even she believed what she was saying:
“People like what we’re doing. Cracker Barrel needs to feel like the Cracker Barrel for today and for tomorrow — the things that you love are still there. We need people to choose us, and we want people to choose us.”
And even the founder of Cracker Barrel blasted his former company and its new CEO:
“I heard she was at Taco Bell. What’s Taco Bell know about Cracker Barrel and country food? And the food is something that they need to work on. …
They’re trying to modernize to be more like the competition. Cracker Barrel doesn’t have any competition…
There was a Grand ‘Ole Opry guy when we opened named String Bean and String Bean came in there one day when we were open about a month or two and he said, ‘It looks good but just keep it country.’… If they don’t get back to keeping it country, then it ain’t gonna work.”
And while the right pointed to the rebrand as yet another example of corporations and CEOs going “woke,” even the left hated what was being done to the iconic restaurants:
Do you realize how bad you have to screw up to piss off both the left and the right these days?
Well Cracker Barrel eventually came to their senses and abandoned the rebrand, admitting that they missed the mark:
“You’ve shared your voices in recent weeks not just on our logo, but also on our restaurants. We’re continuing to listen. Today, we’re suspending our remodels. If your restaurant hasn’t been remodeled, you don’t need to worry, it won’t be.
With our recent announcement that our ‘Old Timer’ logo will remain, along with our bigger focus in the kitchen and on your plate, we hope that today’s step reinforces that we hear you.”
And now, they’re bringing in new leadership following a rocky three years with Masino at the helm.
In a statement, the company announced that their current CEO would be leaving her post on August 9, and would be replaced by David Deno.
Deno is the former CEO of Bloomin’ Brands, the parent company of restaurant chains including Outback Steakhouse and Carrabba’s Italian Grill. And Cracker Barrel believes he’s the right person to lead them into the future after the rebrand debacle. According to Chairman Carl Berquist:
“Following a robust and thoughtful search process, we are pleased to welcome David as Cracker Barrel’s next CEO. He brings decades of experience across the restaurant and retail industries, with a strong track record of leading businesses through growth and a demonstrated commitment to operational excellence, guest experience, and team member engagement. We are confident David is the right leader to continue building on the Cracker Barrel legacy, drive further positive momentum operationally and financially, and create sustainable value for our shareholders.”
Ironically, Deno has also served as COO of Yum! Brands, the parent company of restaurants like Taco Bell. Masino previously served as President of Yum! Brands subsidiary Taco Bell before taking over the Cracker Barrel job.
I’m sure Deno learned from the mistakes of his predecessor, and in a statement he emphasized Cracker Barrel’s focus on “country hospitality.”
“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. I am honored to lead the Cracker Barrel team and look forward to unlocking the full potential of this remarkable brand. Together, we will stay focused on delivering delicious food and exceptional experiences for our guests, while driving profitable growth.”
Just a tip once you take over the job: Leave the logo alone.
