Cracker Barrel Names Former Bloomin’ Brands CEO David Deno New Chief Executive
David Deno appointed CEO of Cracker Barrel amid ongoing turnaround efforts.
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Cracker Barrel has appointed David Deno as its new CEO, effective August 10. Deno brings extensive experience from his tenure at Bloomin’ Brands, where he strengthened profitability. He will lead the company as it aims to recover guest traffic and implement a significant $700 million investment strategy for operational transformation.
Why It Matters
This leadership transition may affect unit economics as Deno addresses ongoing operational challenges and seeks to enhance guest experiences, potentially impacting franchisee profitability and sentiment.
Cracker Barrel has announced David Deno as its new Chief Executive Officer, effective August 10, replacing Julie Masino who has been in the role since November 2023. Masino will transition to an advisory position until October 9, 2025, ensuring a smooth handover. Deno’s appointment is significant due to his extensive background in the restaurant industry, having previously served as CEO of Bloomin’ Brands, overseeing notable brands such as Outback Steakhouse and Carrabba’s Italian Grill. His tenure included enhancing profitability and navigating challenges, including the COVID pandemic.
Carl Berquist, Cracker Barrel's independent chairman, emphasized that Deno's skills in operations, guest experience, and employee engagement were key factors in choosing him to lead the company. Deno expressed his enthusiasm for the role, stating, "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."
Deno takes the helm at a critical moment as Cracker Barrel seeks to regain consumer traffic and trust following a challenging multiyear transformation initiated under Masino. This strategy involved approximately $700 million in investments aimed at revamping various aspects of the business, from operations to marketing and technology. However, the brand faced significant setbacks during this transformation, particularly regarding its attempt to modernize its image, which led to customer backlash, including a logo redesign that was ultimately reversed after public outcry.
