Cracker Barrel Appoints New CEO Amid Recovery From Rebranding Backlash
Cracker Barrel is continuing to recover from a failed rebrand last year that led to customer backlash, including the removal of its iconic 'old timer' logo and changes in store layout. Despite signs of improvement, traffic at Cracker Barrel locations remains below pre-rebrand levels as reported during recent earnings calls. Julie Masino will step down as CEO on August 10, with David Deno taking over leadership amid the ongoing recovery efforts. The company's third-quarter results showed some progress in guest-facing metrics and cost control but still reflected a decline in comparable store sales due to lower traffic. Cracker Barrel has also taken steps such as selling parts of its Maple Street Business Company and completing sale-leaseback deals on 26 locations, generating $77 million for debt reduction. The company's stock is up significantly since the start of 2026 but remains down about 18% from a year ago. The rebranding backlash has had lasting effects, with brand expert Bruce Turkel emphasizing that customer perception—not management intent—defines a brand.
Tickers: $CBRL
Topics: Cracker Barrel Leadership Transition Rebranding Backlash