Cracker Barrel co-founder denounces ‘pitiful’ rebrand effort, offers wise advice

The 93-year-old co-founder of Cracker Barrel denounced the company’s current leadership over what has proven to be a disastrous rebranding effort.

Tommy Lowe, who helped open the first Cracker Barrel in 1969 off Interstate 40 in Wilson County, Tennessee, spoke with WTVF NewsChannel 5 in Nashville and declared the now-rejected new logo “pitiful.”

“Oh, that’s crazy,” Lowe said of Cracker Barrel’s $700 million rebrand. “That’s … bland nothing.”

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

He likened the effort to “throwing money out on the street,” and warned the company to “keep it country” and focus on the food if they want to survive.

“It was always a country store for country people,” Lowe said, suggesting the current CEO “just doesn’t understand.”

The Lebanon, Tennessee–based chain rolled out the redesign last week as part of a costly $700 million makeover.

CEO Julie Masino unveiled the makeover last week and immediately ran into a brick wall, with many suggesting it was a “woke” redo. After Cracker Barrel’s stock price crashed and President Donald Trump criticized the effort, the company scrambled to reverse course.

After restoring the original logo, Cracker Barrel said it “could’ve done a better job sharing who we are and who we’ll always be.”

“If the last few days have shown us anything, it’s how deeply people care about Cracker Barrel. We’re truly grateful for your heartfelt voices,” the company said in a statement. “You’ve also shown us that we could’ve done a better job sharing who we are and who we’ll always be.”

“That’s the Cracker Barrel you’ll always find,” the statement read. “The things people love most about our stores aren’t going anywhere: rocking chairs on the porch, a warm fire in the hearth, peg games on the table, unique treasures in our gift shop, and vintage Americana with antiques pulled straight from our warehouse in Lebanon, Tennessee.

“We love seeing how much you care about our ‘old timer.’ We love him too. Uncle Herschel will still be on our menu (welcome back Uncle Herschel’s Favorite Breakfast Platter), on our road signs and featured in our country store. He’s not going anywhere — he’s family,” Cracker Barrel added.

Lowe had plenty of fans online — here’s a sampling of responses to the story, as seen on X:

The 93 year old founder built Cracker Barrel on faith, family, and real food. Now a leftist CEO blows $700 million on woke nonsense and calls it progress. When the man who started it calls it ‘pitiful,’ you know they’ve betrayed their own roots.

— Crazy girl (@crazygirel01) August 29, 2025

He knows what’s best!

— Gunther Eagleman (@GuntherEagleman) August 29, 2025

Reporter: here’s the new logo

93 year old founder: “oh that’s crazy…spending $700 million on that is like throwing money out into the street.”

I love this guy

— Matt Van Swol (@matt_vanswol) August 29, 2025

pic.twitter.com/v8oVpVj2g2

— God & Country (@GodandCountryy) August 29, 2025

I couldn’t imagine founding a company like Cracker Barrel, having it blow up over your lifetime, you still love the company but you retire and pass the torch to someone else

And then.. this happens

— Marcus Dellinger (@MDellinger13) August 29, 2025

Surely she’ll step down right? I give it by the end of the week. pic.twitter.com/Py9mWWxLks

— Jason (@AncientArgonaut) August 29, 2025

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The longest-tenured writer at BizPac Review, Tom grew up in Maryland before moving to Central Florida as a young teen. It is in the Sunshine State that he honed both his passion for politics and his writing skills.

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