David Deno will succeed Julie Masino, who is leaving less than a year after surviving an ouster attempt triggered by rebranding backlash.

Dive Brief:
Cracker Barrel has named David Deno, former chief executive officer of Bloomin’ Brands, as its CEO effective Aug. 10, according to a Monday press release.
Deno, who led the Outback Steakhouse owner from 2019 to 2024, is succeeding Julie Masino, who will step down from her post. She will remain with the chain in an advisory capacity until Oct. 9.
The CEO succession plan follows a difficult period for Cracker Barrel, which suffered significant political and consumer backlash over a rebranding effort last year. Since then it has faced traffic declines and activist investor pressure — including an unsuccessful effort to oust Masino.

Dive Insight:
Masino, who led the company since 2023, drew the ire of consumers, activist investors and even President Donald Trump over a rebranding and remodeling push that some said abandoned the brand’s core Americana aesthetic. Masino scrapped the remodels and rebranding, but the brand still spent considerably on repairs and operational modernization in early fiscal 2026.

The rebrand backlash also led to significant same-store sales declines — an 8% traffic drop in fiscal Q1 2026 — though this has subsequently moderated. In fiscal Q3, which ended on May 1, the chain’s comps fell 2.6%

Last week, the casual dining brand announced it was selling its subsidiary brand Maple Street Biscuit Company to Biscuit Belly in a transaction meant to help improve profitability. The sale of the biscuit brand was accompanied by a $77 million, 26-store sale-leaseback transaction that Cracker Barrel said would help it pay down debt.

Deno will continue work to improve the chain’s operations and balance sheet, according to the press release.

“David is the right leader to continue building on the Cracker Barrel legacy, drive further positive momentum operationally and financially, and create sustainable value for our shareholders,” Carl Berquist, Cracker Barrel’s board chair, said in a statement.

Deno brings significant casual dining experience to the chain from his tenure at Bloomin’, which included seven years as CFO and five as CEO. Deno’s retirement from Bloomin’ came as it faced consumer declines in its casual dining segment and closed underperforming stores.

Some casual dining chains — notably Chili’s, Olive Garden, Texas Roadhouse and First Watch — have posted significant gains as consumers balk at rising fast casual and QSR prices and seek out more holistic value. Cracker Barrel, particularly after the branding battle, has been unable to take advantage of this growing opportunity for casual chains. Deno will likely try to leverage the 660-unit chain’s loyalty program and operational investments to rebuild sales momentum.

Source https://www.restaurantdive.com/news/cracker-barrel-ceo-succession-david-deno-bloomin-brands/826220/