Cracker Barrel CEO Julie Felss Masino steps down after ‘woke’ rebrand sparked backlash from customers — and even Trump
Cracker Barrel CEO Julie Felss Masino is stepping down after the failure of her “woke” rebrand last year, which was rolled back following intense backlash from loyal customers, the company announced Monday.
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David Deno, a restaurant exec who most recently served as CEO of Bloomin’ Brands, which owns Outback Steakhouse, will replace Masino on August 10, according to a Cracker Barrel press release.
Her departure comes after less than three years at the helm, during which diners revolted against the company’s attempts to modernize the Southern dining chain by axing its beloved mascot Uncle Herschel and revamping restaurants without its telltale tchotchkes.
Following heated backlash from longtime customers and even President Trump himself, Cracker Barrel reversed the changes and leaned into its folksy charm – ultimately sending the stock up 100% so far this year.
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