Cracker Barrel Old Country Store has appointed David Deno as its new CEO, effective August 10.
Deno brings more than four decades of experience and a strong track record of driving strategic execution, revitalized financial performance and profitable growth across leading brands.
He was the CEO of Outback Steakhouse parent, Bloomin’ Brands, from 2019 to 2024 after serving as the company’s executive VP and CFO from 2012 to 2019.
Before that, he was president of Asia and CFO for the international division at Best Buy. He also spent 15 years in senior-level operations and financial positions at Yum Brands and Pizza Hut.
Deno, who is currently on the board of directors of Krispy Kreme and Panera Brands, will also join Cracker Barrel’s board when taking on his new role next month.
“Following a robust and thoughtful search process, we are pleased to welcome David as Cracker Barrel’s next CEO,” said Carl Berquist, independent chairman of the Cracker Barrel board.
“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,” Berquist added.
Deno will succeed Julie Masino, who will step down as CEO and a member of the board on August 10. Masino, who had taken the helm since late 2023, will remain with the company in an advisory capacity until October 9 to support a smooth transition.
Founded in 1969, Cracker Barrel has approximately 660 company-owned locations in 43 states, offering traditional Southern food and country-themed merchandise.
The appointment comes nearly a year after the company faced heavy criticism from longtime customers over its logo change and remodeling plans.
Under the plans, the company replaced its longtime logo, which features the iconic stylized illustration of ‘Uncle Herschel’ sitting on a chair next to a wooden barrel, with a more simplified one. There were also new menu items, while the lighting and seating within restaurants were adjusted.
Masino, as CEO at the time, reversed course within a few days after the backlash. However, the wrong turn resulted in restaurant sales plunging 5 per cent last fall and 7 per cent in the quarter ending January 30.
In a move to sharpen focus on its core business, Cracker Barrel sold its Maple Street Biscuit Co subsidiary to Biscuit Belly last month. Some 35 stores will transfer to the new owner, while the remaining 16 locations will shut down.
