Cracker Barrel Co-Founder, 93, Slams Rebranding "Disaster"

Tommy Lowe, the 93-year-old co-founder of Cracker Barrel, criticized the restaurant chain’s executives, saying they learned an expensive “I told you so” lesson after abandoning their modernized logo following backlash from MAGA supporters, Erin Keller reported for The Independent.

Lowe dismissed the redesign as “pitiful,” saying Masino’s fast-food background left her disconnected from the brand’s roots. (Photo: Robby Starbuck X) 

Lowe told WTVF that he and his friend, the late Dan Evins, were the driving forces behind the first Cracker Barrel, which opened in Tennessee in 1969. With the help of 10 others, they raised $10,000 to get the restaurant’s kitchen up and running.

“So back then, Cracker Barrel wasn’t a sure bet?” asked WTVF’s Carrie Sharp.“Oh, it wasn’t a bet at all!” Lowe replied. “It was just a country store for country people, and that’s what it is today. They just don’t understand.”

Cracker Barrel currently operates 657 locations across 43 states.

Lowe was referring to Cracker Barrel CEO Julie Felss Masino, who led the chain’s $700 million modernization initiative, including a simplified logo that removed the iconic barrel and Uncle Herschel.

He dismissed the redesign as “pitiful,” saying Masino’s fast-food background left her disconnected from the brand’s roots.

“They’re trying to modernize to be like the competition — Cracker Barrel doesn’t have any competition,” Lowe said.

“I heard she was at Taco Bell. What’s Taco Bell know about Cracker Barrel and country food? They need to work on the food and service and leave the barrel — the logo — alone.”