‘They Just Don’t Understand’: Cracker Barrel Founder Torches New CEO, Logo Redesign

Tommy Lowe, co-founder of Cracker Barrel, blasted CEO Julie Felss Masino over the company’s logo redesign Thursday.

Lowe, 93, called the since-scrapped logo “crazy,” calling it “a bland nothing” and “pitiful” in an interview with WTVF NewsChannel 5’s Carrie Sharp in Nashville. (RELATED: Liberal Pundits Wave Away Cracker Barrel Caving To Rebrand Backlash)

“It was just a country store for country people, and that’s what it is today. They just don’t understand,” Lowe said of the company’s current leadership.

Cracker Barrel’s 93-year-old founder has some strong words for the CEO trying to rebrand and modernize… pic.twitter.com/hHoGl8b4B5

— End Wokeness (@EndWokeness) August 28, 2025

Sharp asked Lowe whether he believed Masino truly understands the company’s history.

“I don’t think so. I heard she was at Taco Bell. What does Taco Bell know about Cracker Barrel?” he said.

Lowe also slammed the company’s spending priorities, questioning its focus and the reported $700 million poured into the logo rebrand.

“Food is something they need to work on. Spending $700 million doing that — now they are just throwing money out into the street,” he said.

Cracker Barrel reversed course Tuesday, announcing on X that it would restore its classic logo after widespread backlash to its Aug. 18 rollout of the redesign and fall menu campaign.

We thank our guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have. Our new logo is going away and our “Old Timer” will remain.

At Cracker Barrel, it’s always been – and always will be – about serving up delicious food, warm… pic.twitter.com/C32QMLOeq0

— Cracker Barrel (@CrackerBarrel) August 26, 2025

The Tennessee-based chain’s logo redesign became a nationwide flashpoint, drawing comment even from President Donald Trump.

Trump criticized the rebrand on Truth Social, urging the company to “Make Cracker Barrel a WINNER again” after it unveiled plans to scrap its iconic “Uncle Herschel” logo for a plain text sign.

Before backtracking, Cracker Barrel attempted to defend the redesign in a Monday statement.

“If the last few days have shown us anything, it’s how deeply people care about Cracker Barrel,” the company said. “We’re truly grateful for your heartfelt voices. You’ve also shown us that we could’ve done a better job sharing who we are and who we’ll always be.” (RELATED: Cracker Barrel Barrels Toward Disaster With Hideous Marketing Move)