Never mind the logo, my Cracker Barrel visit shows the food is the problem.

Cracker Barrel is at a crossroads — again.

The Southern restaurant chain is getting a new CEO, it said on Monday.

David Deno will take over as Cracker Barrel’s top executive next month, replacing Julie Masino, who has been CEO since late 2023.

In her time as CEO, Masino oversaw changes at Cracker Barrel in an effort to reverse the chain’s declining sales and attract more customers to its antique-filled dining rooms. “We’re just not as relevant as we once were,” she said on an earnings call in 2024.

Last year, Cracker Barrel tried to rebrand with a more modern logo, drawing mixed reactions.

It reversed course after public blowback, including from President Donald Trump.

The chain also hit pause on restaurant renovations that involved a lighter color scheme and less kitsch adorning its walls.

Since the failed rebrand, Cracker Barrel’s quarterly sales continue to decline.

And as Masino leaves the CEO role, Cracker Barrel looks a lot like it did when she took over three years ago.

Soon, Deno will need to find a winning strategy for Cracker Barrel, said Wendy Zajack, adjunct professor of marketing at Georgetown’s McDonough School of Business.

One chain that’s pulled off a turnaround after facing similar troubles is Chili’s, Zajack said.

The brand is outperforming casual-dining rivals like Applebee’s and Red Lobster in sales and traffic growth.

Chili’s revamped its menu, keeping some longtime menu items while adding new ones, such as its Triple Dipper, a trio of appetizers that diners can customize.

It has also advertised meal deals to inflation-weary diners and gone after Gen Z customers on social media. “If Cracker Barrel can unlock this formula, it has a fighting chance,” she said.

Having previously dined at the chain for Business Insider, I wanted to check in on the state of Cracker Barrel and see what incoming CEO Deno has to work with.

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