Cracker Barrel Co-Founder Criticizes CEO Over Branding Changes
Tommy Lowe, the 93-year-old co-founder of Cracker Barrel, recently expressed his dissatisfaction with CEO Julie Felss Masino, urging her to keep his original logo intact. He criticized the management, stating that the changes made by the 56-year-old company have harmed a legacy that dates back to 1969.
Lowe accused Masino, a former Taco Bell executive, of attempting to modernize Cracker Barrel in a way that undermines its unique character. He remarked, “They are trying to modernize like competition. There’s no competition at Cracker Barrel,” and questioned her understanding of the brand’s identity. He added, “What does Taco Bell know about Cracker Barrel and country food? They should focus on food and service, not altering the logo.”
This backlash comes on the heels of the company’s decision to scale back a redesign that had removed the iconic “barrel” and Uncle Herschel from its branding. Lowe labeled the new direction as “pathetic,” suggesting that Masino lacks the necessary familiarity with Cracker Barrel due to her fast-food background.
“You can spend $700 million and throw money out the window,” he stated. Lowe further claimed that he has never met Masino since her appointment as president and CEO in July 2023, while she has begun implementing changes to the menu, decor, and pricing shortly after taking the helm.
Initial adjustments were subtle, but more recent ones have attracted significant attention nationwide. Lowe pointed out that Masino is, in his opinion, competing with nonexistent rivals. Following a notable financial rebound, Cracker Barrel executives opted to revert to the original “old timer” logo amidst growing criticism.
The company released a statement thanking customers for their feedback, stating they would return to the classic logo: “We said we’ll listen, and we have. Our new logo will go away, and the ‘old timer’ will remain.”
Lowe reminisced about early warnings from associates telling him to “keep it country,” voicing a persistent concern that ignoring their core identity could lead to failure. “If they don’t go back to keeping the country, that won’t work,” he reiterated.
The inaugural Cracker Barrel opened along Highway 109 in Lebanon, Tennessee, after co-founder Dan Evins recognized the need for an appealing restaurant to attract customers to his gas station. Evins, who passed away in 2012, enlisted Lowe to help build the restaurant tailored to truck drivers frequenting the area.
Lowe revealed that it took a considerable effort from ten investors to gather the $10,000 needed to launch the first store, noting it was far from a straightforward venture. Despite significant challenges, they successfully opened the first location on September 19, 1969, eventually growing the chain to over 650 sites across 44 states.
