URGENT UPDATE: Cracker Barrel co-founder Tommy Lowe, aged 93, has launched a scathing attack on the restaurant chain’s leadership, condemning the controversial rebranding efforts led by CEO Julie Felss Masino. Lowe’s comments come amid a significant backlash against the chain’s recent logo redesign, which many fans dubbed “pitiful.”
Speaking with WTVF just hours ago, Lowe criticized the $700 million modernization initiative, stating, “They’re trying to modernize to be like the competition — Cracker Barrel doesn’t have any competition.” His remarks highlight a growing sentiment among loyal customers who believe the brand is losing its authentic identity.
Cracker Barrel, known for its homestyle meals and nostalgic charm, recently faced immense public outcry after removing its iconic “barrel” and Uncle Herschel from its branding. Following the uproar, the company announced it would revert to the beloved “Old Timer” logo, a decision made in response to overwhelming social media protests and a notable decline in stock prices.
In a statement, Cracker Barrel acknowledged the backlash, saying, “We thank our guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have.” This reversal underscores the urgency of maintaining customer trust amid turbulent changes.
Lowe, who played a pivotal role in establishing the first Cracker Barrel in Lebanon, Tennessee on September 19, 1969, emphasized that leadership must prioritize the core values of the brand. “Spending $700 million doing that is throwing money out the window,” he said, expressing concern that Masino’s fast-food background hinders her understanding of Cracker Barrel’s rural roots.
The backlash escalated further when Donald Trump weighed in, advising the chain to return to its original branding. Lowe recalled warnings from early supporters, including a “Grand Ole Opry” figure named String Bean, urging the company to “keep it country.” He reiterated that straying from these values could lead to failure.
Despite the company’s attempts to modernize, Lowe insists that the focus should remain on enhancing food and service quality rather than adopting trends that do not align with Cracker Barrel’s identity. “If they don’t get back to keeping it country, then it ain’t gonna work,” he warned, highlighting the emotional connection many customers have to the brand’s heritage.
Cracker Barrel’s journey began when co-founder Dan Evins sought to create a welcoming stop for truckers along Highway 109. The original vision of a simple country store has expanded to over 650 locations across 44 states, yet Lowe fears the essence of the brand is at risk under current leadership.
As the public watches closely for further developments, the future direction of Cracker Barrel remains uncertain. Will the company heed the advice of its founders and loyal patrons, or will it continue down the path of modernization?
Stay tuned for updates as this story develops.
