UPDATE: Cracker Barrel co-founder Tommy Lowe, aged 93, has publicly criticized CEO Julie Felss Masino for a controversial rebranding that he calls “pitiful” and detrimental to the iconic restaurant chain. His remarks, made during an interview with WTVF, come amid mounting backlash against a $700 million modernization effort that many believe has strayed from the core values of the beloved establishment.
Lowe, who opened the first Cracker Barrel in Lebanon, Tennessee on September 19, 1969, urged Masino to reconsider her changes, particularly the removal of the famous “barrel” and the beloved character Uncle Herschel from the branding. “They’re trying to modernize to be like the competition — Cracker Barrel doesn’t have any competition,” he declared, emphasizing that the chain should focus on its traditional roots rather than adopting fast-food strategies.
The backlash against the rebranding led Cracker Barrel executives to reverse their decision on the new logo after significant public outcry, which included remarks from former President Donald Trump urging a return to the original design. In a statement, the company acknowledged the feedback, saying, “We thank our guests for sharing your voices and love for Cracker Barrel. Our new logo is going away and our ‘Old Timer’ will remain.”
Lowe expressed disappointment that Masino, who previously held a position at Taco Bell, does not grasp the essence of Cracker Barrel, stating, “Spending $700 million doing that is throwing money out the window.” He noted that he has never met Masino since her appointment as CEO in July 2023, highlighting a disconnect between the chain’s leadership and its foundational values.
As the restaurant chain faces plunging stock prices and negative social media sentiment, Lowe warned that if Cracker Barrel does not return to its country roots, it could jeopardize the brand’s future. “If they don’t get back to keeping it country, then it ain’t gonna work,” he reiterated, echoing advice from an early mentor in the business.
The original Cracker Barrel was envisioned as a country store appealing to travelers and truckers, a concept that has expanded to over 650 locations across 44 states. Lowe’s passionate defense of the brand’s legacy highlights the emotional connection many have with Cracker Barrel, a place synonymous with homestyle cooking and southern hospitality.
As this story develops, industry observers will be watching closely to see how Cracker Barrel navigates this significant backlash and whether the company can realign with its heritage to regain customer trust.