David Deno Appointed Next CEO, Effective Aug. 10
(UCBJ) – Cracker Barrel Old Country Store (CB) has changed leadership following the backlash over last year’s unwise rebrand, which introduced a minimalist logo without the company’s iconic Uncle Herschel character. Restaurant industry veteran David Deno will become the company’s next chief executive officer. He replaces Julie Masino and begins that role at the Lebanon-based restaurant and retail chain Aug. 10.
CB operates two restaurants in the Upper Cumberland, one in Cookeville and the other in Crossville along Interstate 40 and serves approximately 230 million guests each year.
“Following a robust and thoughtful search process, we are pleased to welcome David as Cracker Barrel’s next CEO. He brings decades of experience across the restaurant and retail industries, with a strong track record of leading businesses through growth and a demonstrated commitment to operational excellence, guest experience, and team member engagement. We are confident 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,” said Independent Chairman of the Cracker Barrel Board Carl Berquist.
Masino has served as CEO since July 2023. She will transition into a “leadership transition advisory role” through Oct. 9 as part of the company’s leadership change.
“Cracker Barrel is a truly iconic American brand, defined by its unique combination of warm country hospitality, timeless appeal, and deep connection with guests across generations. I am honored to lead the Cracker Barrel team and look forward to unlocking the full potential of this remarkable brand. Together, we will stay focused on delivering delicious food and exceptional experiences for our guests, while driving profitable growth,” said Deno.
The change comes nearly one year after CB faced widespread customer backlash following the rebranding effort, which drew criticism across social media, with many longtime customers objecting to the new look.
Soon after, CB restored Uncle Herschel to its branding and parted ways with San Francisco-based marketing and consulting firm Prophet.
“On behalf of the Board and the entire company, I want to thank Julie for her leadership and commitment to Cracker Barrel. We also appreciate her partnership to ensure a smooth leadership transition as we remain focused on the work underway to continue to serve our guests, support our employees, and execute our strategic priorities. We wish Julie all the best in her future endeavors,” said Berquist.
Photo provided.
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