Never mind the logo, my Cracker Barrel visit shows the food is the problem.
Cracker Barrel is undergoing another leadership change as it struggles with declining sales and a failed rebranding effort. Analysts suggest the chain must focus on menu innovation and relevance to compete with successful casual-dining rivals like Chili's.
Why it matters
The struggle of a legacy brand like Cracker Barrel illustrates the broader challenges traditional restaurant chains face in adapting to changing consumer tastes and economic pressures.
Cracker Barrel has tried to rebrand and renovate restaurants, but food quality might still be its biggest challenge. Alex Bitter/BI Cracker Barrel is switching CEOs, the chain said on Monday. David Deno will take over after Julie Masino spent nearly three years trying to improve results. I went to a Cracker Barrel location in Virginia to see what the next CEO has to work with. 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.
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