The chief executive of Cracker Barrel is leaving her post a year after the US restaurant chain faced a national backlash over a modern logo redesign that drew criticism from President Donald Trump.
Julie Masino will step down in August, the company said on Monday, with former Bloomin' Brands boss David Deno taking over. Masino will receive an estimated $4.6m departure package, according to a regulatory filing.
“Cracker Barrel CEO Julie Masino resigns after rebrand backlash involving President Trump criticism; shares fall.”
The rebrand – which simplified the classic logo and modernised store interiors – sparked fierce resistance from loyal diners who argued it stripped away the brand's nostalgic Southern charm. Critics called the new look "soulless" and "generic".
President Trump waded into the row, urging the chain to restore its original logo after some accused it of abandoning its heritage. Trump later congratulated Cracker Barrel on reversing the changes. Jo-Ellen Pozner, an associate professor at Santa Clara University's Leavey School of Business, said the leadership swap "seems to reflect the polarization many Americans feel today". She added that doubling down on conservative values may win back vocal loyalists but "paints the company into a corner".
Cracker Barrel, which runs nearly 660 country-themed stores across 44 US states, has struggled financially. Shares fell more than 2% after Monday's announcement and are still around a fifth lower than a year ago. Sales are falling and customer traffic is slowing, while the chain faces fierce competition from Denny's and IHOP for budget-conscious diners.
Masino did not issue a statement about her resignation. In a statement, Deno paid tribute to Cracker Barrel's "deep connection with guests across generations". The controversy echoes a 2022 uproar when the chain added plant-based sausages to its breakfast menu, highlighting the delicate balance facing brands trying attract younger customers without alienating their core base.