Cracker Barrel cofounder speaks out about rebranding chaos: ‘It’s crazy’
The cofounder of Cracker Barrel, Tommy Lowe, has publicly criticized the company’s recent rebranding effort, describing it as “crazy,” “bland,” and lacking substance. Founded in 1969 as a roadside restaurant serving country food, Cracker Barrel has long been associated with its classic logo featuring “Uncle Herschel” leaning on a barrel. The company recently replaced this iconic image with a new text-only logo aimed at modernization, a move that sparked public backlash and a drop in the company’s stock price.
Lowe expressed skepticism about the motivations behind the redesign, noting that Cracker Barrel traditionally had no direct competition and emphasizing the importance of staying true to its country roots. Despite lowe’s criticism and lack of connection with current CEO Julie Masino, who defended the rebranding as necessary to appeal to today’s consumers, the company ultimately reversed course. Cracker Barrel announced it would return to its original “Old Timer” logo, acknowledging that the rebrand coudl have been handled better.
In the wake of the controversy, the company also made changes to its website by removing pages related to LGBTQ+ Pride and diversity, equity, and inclusion groups, shifting its focus toward charitable efforts related to food insecurity and community needs.
Lowe warned that the brand’s success depends on maintaining authenticity and simplicity, staying true to the “country” essence that built its loyal customer base. Following the decision to revert to the original logo, Cracker Barrel’s stock price saw a notable increase. The episode highlights challenges companies face when attempting to modernize beloved legacy brands.
Cracker Barrel cofounder speaks out about rebranding chaos: ‘It’s crazy’
Cracker Barrel cofounder Tommy Lowe is speaking out after the company’s recent attempt at rebranding, calling it “crazy,” “bland,” and “nothing.”
Lowe, now 93, founded the roadside restaurant with his friend Dan Evins in 1969 in Lebanon, Tennessee, to serve country food to interstate travelers. He described the chain as a “country store of country people.”
Cracker Barrel unveiled the new text-only logo last week, which removed “Uncle Herschel” leaning on a barrel.
“They’re trying to modernize. Be more like the competition. Cracker Barrel doesn’t have any competition,” Lowe said about the new logo change in an interview with NewsChannel 5 in Nashville.
The original 1969 logo was also text-only; in 1977, the company added the now-iconic imagery of the old man leaning on the barrel that became part of its staple branding.
Lowe served as vice president of operations and sat on the board for a decade. Now retired, he has become a loyal customer.
After unveiling the new logo, the company received backlash from the public and saw its stock price plummet. President Donald Trump also chimed in on the controversy, calling for the company to return to its original logo and “admit” it made a mistake.
“They got a Billion Dollars worth of free publicity if they play their cards right. Very tricky to do, but a great opportunity. Have a major News Conference today. Make Cracker Barrel a WINNER again,” Trump posted on his social media platform, Truth Social.
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Following the backlash, Cracker Barrel CEO Julie Masino appeared on ABC’s Good Morning America to explain the company’s decision to renovate.
“Cracker Barrel needs to feel like the Cracker Barrel of today and for tomorrow,” Masino said when explaining the modernization. “The things you love are still there. We need people to choose us, and we want people to choose us because people love this brand.”
On Tuesday, Cracker Barrel announced it was returning to the “Old Timer” logo.
“We thank our guests for sharing your voices and love for Cracker Barrel,” the statement says. “We said we would listen, and we have. Our new logo is going away and our ‘Old Timer’ will remain.”
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When asked if Masino had stopped by to “say hello,” Lowe responded that he has “no idea who she is.”
Lowe was also asked if he thought Masino knew who he was and if he thought she knew the story of the company’s founding, to which he responded “no” to both questions.
“I heard she was at Taco Bell, but what does Taco Bell know about Cracker Barrel and country food?” he said.
Since returning to the original logo, Cracker Barrel has also reportedly removed or altered website pages mentioning the LGBT community and diversity, equity, and inclusion groups.
The chain removed a “Pride” page from its website and removed references to employee resource groups for its LGBT, DEI, and belonging groups. CNN first reported the changes.
The Washington Examiner contacted Cracker Barrel for comment.
“In connection with the Company’s brand work, we have recently made updates to the Cracker Barrel website, including adding new content and removing out-of-date content,” a Cracker Barrel spokesperson told CNN in a statement. “Several months ago, the Company also made changes to our Business Resource Groups that now focus all sponsorships or events on our corporate giving initiatives: addressing food insecurity, supporting community needs through food, and reducing food waste.”
Lowe warned that Cracker Barrel needs to return to its roots of “simplicity and authenticity.”
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“If they don’t get back to keeping it country, it ain’t going to work,” Lowe said.
The company’s stock price rose more than 8% after it announced it was returning to the “Old Timer” logo.
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