Cracker Barrel CEO Steps Down Following Logo Controversy
Julie Masino is stepping down as CEO and director of Cracker Barrel Old Country Store (CBRL) effective August 10, with David Deno taking over the roles. The change follows a controversial decision in August 2025 to replace its iconic 'Old Timer' logo featuring Uncle Herschel with a modern wordmark, which led to significant backlash from customers and political figures like Donald Trump. The logo change caused an immediate drop in store traffic—about 8% compared to roughly 1% before the launch—and reportedly cost nearly $100 million in market value. Cracker Barrel reversed its decision within a week but continued facing challenges, including paused restaurant remodels and declining consumer confidence. The timing of Masino's departure is notable: it follows an upward revision of fiscal 2026 profit guidance on July 20. The CEO transition has been met with mixed reactions from investors. While the company’s recent financial outlook was positive, shares fell nearly 3% following the announcement—contrary to typical market behavior for leadership changes seen as stabilizing moves.
Topics: brand controversy CEO change stock impact