Jump to contentIndependentSwipe for next articleIndependent Bulletin homepageDownload our appAllNewsSportCultureLifestyleBrendan RasciusMonday 27 July 2026 18:33 BSTThe leadership change follows a $700 million rebranding effort last year (Getty Images)Cracker Barrel CEO Julie Felss Masino is stepping down after a turbulent year marked by a controversial rebranding effort that drew conservative backlash.David Deno, former CEO of Bloomin' Brands, will succeed Felss Masino, following a period where the company's stock dropped significantly.The controversy stemmed from a $700 million rebranding last year that included a new logo, replacing the 'Old Timer' figure with a pared-down design, which critics labeled as 'woke'.Prominent figures, including Rep. Byron Donalds and President Donald Trump, publicly criticized the rebrand, and Cracker Barrel suffered a $94 million loss to its market value in one day.Cracker Barrel ultimately reverted to its original 'Old Timer' logo on August 26, stating they had listened to customer feedback, and has since reported improved profits, though it recently announced the closure of its sister brand, Maple Street Biscuit Company.In fullCracker Barrel CEO steps down after company turmoil over ‘woke’ rebrand that provoked Trump’s ireMore bulletinsThank you for registeringPlease refresh the page or navigate to another page on the site to be automatically logged inPlease refresh your browser to be logged in