Cracker Barrel returns to original logo after backlash
In response to the backlash, Cracker Barrel has announced that it is retiring its new logo and returning to its classic design.
Cracker Barrel will soon have a new leader.
The company announced on Monday, July 27, that CEO Julie Masino will step down as CEO and director, effective August 10. Masino will be succeeded by David Deno, who most recently served as CEO of Bloomin’ Brands, owner of casual restaurant chains including Outback Steakhouse, Carrabba’s Italian Grill and Bonefish Grill.
Masino will remain with Cracker Barrel as an advisor until October 9, the company said.
“After a robust and thoughtful search process, we are pleased to welcome David as Cracker Barrel’s next CEO,” Carl Berquist, independent chairman of Cracker Barrel’s board of directors, said in a news release. “He brings decades of experience across the restaurant and retail industry, a strong track record of leading businesses through growth, and a proven commitment to operational excellence, guest experience and team member engagement.”
Deno said in a news release that he is “honored to lead the Cracker Barrel team” and looks forward to “unlocking the full potential of this remarkable brand.” Mr. Deno began his role as CEO of Bloomin’ Brands in 2019, and previously served as the company’s executive vice president and chief financial officer from 2012 to 2019.
Masino steps down after last summer’s rebrand controversy
Masino’s resignation as CEO follows a controversial attempt to rebrand the chain last summer.
On August 19, 2025, Cracker Barrel unveiled a new, simplified logo. It continued with the company’s classic gold and brown color palette, but removed the figure of a man sitting next to a wooden barrel. Some customers criticized the logo change as unattractive. President Donald Trump chimed in, writing in a post on Truth Social that the chain could get “free publicity” if it reverted to its old logo.
On August 26, the same day as Trump’s first post, Cracker Barrel announced it would be removing its new logo and reverting to “Old Timer.”
“Thank you to all our guests who shared their voices and love for Cracker Barrel. We said we would listen, and we did,” the company said in a statement. “Our new logo will be retired and ‘Oldtimer’ will remain.”
Cracker Barrel subsequently announced that it would not move forward with plans to remodel the restaurant, which was meant to make the store more modern, and ended its partnership with the company, which provided advice on the logo and restaurant design.
During a quarterly earnings call with investors on December 9, 2025, Masino acknowledged that the chain had had a “difficult” few months.
“While many guests are enjoying the improved dining and guest experience, there is certainly still much work to do to regain the trust of guests who have been slow to return,” she said.
Gabe Hauari is a national trends news reporter for USA TODAY. You can follow him at X @gabehauari Or email Gdhauari@usatoday.com.
