Cracker Barrel Old Country Store Inc. (NASDAQ: CBRL) announced Monday that David Deno will assume the role of Chief Executive Officer on August 10, marking the end of an era for outgoing CEO Julie Masino. Masino, hired in July 2023 to modernize the brand, will stay on through October to support the transition. The appointment follows a period of intense scrutiny for Masino, whose rebranding efforts sparked widespread political backlash and criticism from co-founder Tommy Lowe, leading her to describe feeling "fired by America." Deno’s arrival signals a strategic pivot back to core operational strengths after a turbulent year for the iconic American chain.
Deno brings deep industry expertise to Nashville, having served as CEO of Bloomin’ Brands Inc. from 2019 to 2024. His background also includes executive leadership positions at Best Buy Co Inc. (NYSE: BBY) and Yum! Brands Inc. (NYSE: YUM), the parent company of KFC and Taco Bell. "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," Deno stated upon his appointment. His prior experience at Taco Bell provides direct relevance to Cracker Barrel’s recent challenges, given that Masino previously held roles at both Taco Bell and Starbucks Corp.
The leadership change coincides with tangible financial improvements for the restaurant operator. In June, Cracker Barrel reported third-quarter results that beat revenue and earnings-per-share estimates, despite a 2.9% year-over-year sales decline to $797.4 million. Management cited stronger-than-expected performance to raise full-year revenue guidance to between $3.27 billion and $3.30 billion, surpassing analyst estimates of $3.25 billion. This upward revision reflects growing confidence in the company’s ability to stabilize operations and regain customer trust after the controversy surrounding its simplified logo and removal of "Old Country Store" branding.
To strengthen its balance sheet, Cracker Barrel completed a sale-leaseback transaction of 26 company-owned stores earlier this month, generating approximately $77 million in proceeds to reduce debt. Additionally, the company sold the Maple Street Biscuit Company trademark and 35 locations to Biscuit Belly, while deciding to close the remaining 16 locations. These divestitures are expected to result in fourth-quarter charges of $43 million to $47 million but are projected to boost adjusted EBITDA beginning in fiscal 2027 by sharpening focus on the core Cracker Barrel brand.
Looking ahead, management expects to meet or exceed the high end of its $3.27 billion–$3.30 billion fiscal 2026 revenue guidance and surpass its adjusted EBITDA target of $120 million–$125 million. This outlook holds despite a 2.5% decline in comparable restaurant sales and a modest 0.5% increase in retail sales during the first 11 weeks of the fourth quarter. The company’s strategic focus on debt reduction and core brand consolidation appears to be resonating with investors, as evidenced by its recent financial performance and updated guidance.
Financial Performance Snapshot
| Metric |
Value |
Context |
| Q3 Revenue |
$797.4 million |
Down 2.9% year-over-year |
| Full-Year Revenue Guidance |
$3.27–$3.30 billion |
Raised above analyst estimates |
| Sale-Leaseback Proceeds |
~$77 million |
From 26 company-owned stores |
| Expected Divestiture Charges |
$43–$47 million |
Recorded in Q4 |
| Fiscal 2026 EBITDA Target |
$120–$125 million |
Adjusted EBITDA outlook |
What the Numbers Show
The divergence between declining comparable restaurant sales (-2.5%) and rising full-year revenue guidance suggests that volume growth is being offset by pricing power or efficiency gains elsewhere in the business. Furthermore, the decision to incur $43 million–$47 million in immediate charges to achieve long-term EBITDA improvements indicates a deliberate short-term pain-for-long-term gain strategy. The $77 million infusion from store sales provides critical liquidity to manage these transition costs while reducing leverage, positioning the company for a leaner operational structure under Deno’s leadership.