Cracker Barrel to pay outgoing CEO’s security costs, $4.6M in exit fees after failed rebrand attempt: reports

The Southern dining chain will continue paying an unspecified amount for Masino’s protection for as long as the board deems it “reasonably necessary," according to a regulatory filing.

Cracker Barrel's chief executive is quitting a year after the company faced a widespread backlash over its controversial rebrand.

Cracker Barrel CEO Julie Felss Masino is stepping down after the company’s rebranding effort last year drew widespread backlash from longtime customers. The company’s challenges began in May 2025, when it unveiled a brand refresh that included changes to restaurants nationwide as part of an effort to modernize its imag

Julie Masino exits as Cracker Barrel CEO after the failed logo change and rebrand that removed Uncle Herschel sparked accusations of going "woke."

Cracker Barrel CEO Julie Masino will exit following customer backlash over modern logo redesign.

Cracker Barrel CEO Julie Masino, who spearheaded a failed “woke” rebrand last year, will step down from her position on Aug. 10, according to a Monday press release.Masino, who served three years with the company, sparked a storm of backlash with her attempts to modernize Cracker Barrel’s branding in 2025. The company’

David Deno, who led Bloomin' Brands from 2019 to 2024, will take over as chief executive on August 10

Cracker Barrel CEO Julie Masino tried to ditch the company’s iconic logo featuring Uncle Hershel, but eleven months later the logo is back, and she is out.  The company announced Masino will step down on Monday after only three years at the helm of the iconic restaurant chain. During her tenure, Masino faced a social .