Cracker Barrel Appoints New CEO Amid Logo Controversy Fallout
Cracker Barrel Old Country Store (NASDAQ:CBRL) announced the appointment of David Deno as its new chief executive officer, succeeding Julie Masino. The leadership change comes amid ongoing fallout from a controversial rebranding effort that included a logo redesign last year. Shares fell nearly 5% in morning trading following the announcement. Masino will step down as CEO and director but remain with the company through October in an advisory role. Deno brings extensive experience across restaurant and retail industries, emphasizing operational excellence and guest engagement. The rebranding had replaced Cracker Barrel's iconic 'Old Timer' figure with a simplified design, sparking backlash from conservative critics including former President Donald Trump. The controversy led to public pressure for the company to revert its branding strategy, which it did in August 2025 by reinstating the original logo. The new CEO appointment signals Cracker Barrel's ongoing efforts to navigate brand identity and customer sentiment challenges.
Tickers: $CBRL