Tommy Lowe, the 93-year-old co-founder of Cracker Barrel, didn’t mince words when he spoke out this Thursday about the restaurant chain’s recent attempt to modernize its image. Sitting down with WTVF, Lowe—who, alongside his friend Dan Evins, opened the first Cracker Barrel in Tennessee back in 1969—recalled the brand’s humble beginnings and issued a stern warning to its current leadership. His message? “Keep it country, or it ain’t gonna work.”
Lowe’s remarks come on the heels of a high-profile reversal by the company, which had recently rolled out a new, modernized logo as part of a $700 million initiative led by CEO Julie Felss Masino. The redesign, which notably removed the iconic barrel and Uncle Herschel from the logo, was met with swift and vocal backlash from loyal customers—many of whom saw the move as an abandonment of the chain’s roots. The controversy was further stoked by critics who associated the rebranding with a perceived disregard for the chain’s traditional, country-store identity, and by extension, its core customer base.
“So back then, Cracker Barrel wasn’t a sure bet?” asked Carrie Sharp of WTVF, referencing the chain’s early days. “Oh, it wasn’t a bet at all!” Lowe replied, laughing. “It was just a country store for country people, and that’s what it is today, they just don’t understand.” According to Lowe, that’s the heart of the problem: a leadership that, in his view, has lost touch with what made Cracker Barrel special in the first place.
Julie Felss Masino, who was named President and CEO of Cracker Barrel in July 2023, spearheaded the modernization initiative. Her vision included not only the controversial logo change but also updates to the menu, interior design, and pricing. While many of these early tweaks slipped under the radar for most customers, the logo redesign ignited a firestorm. Critics quickly linked the move to Masino’s previous experience in the fast-food industry—she had worked at Taco Bell—and questioned whether she truly understood the Cracker Barrel ethos.
Lowe was blunt in his assessment. “They’re trying to modernize to be like the competition—Cracker Barrel doesn’t have any competition,” he told WTVF. “I heard she was at Taco Bell. What’s Taco Bell know about Cracker Barrel and country food? They need to work on the food and service, and leave the barrel—the logo—alone.”
He didn’t stop there. Lowe described the $700 million spent on the modernization effort as “throwing money out the window.” In his view, the chain’s leadership was chasing trends and forgetting the loyal customer base that had made Cracker Barrel a success for more than five decades. “Spending $700 million doing that is throwing money out the window,” Lowe emphasized, shaking his head at what he called a “pitiful” redesign.
The backlash to the new logo was swift and intense, with social media lighting up as customers, many of whom identified with the “MAGA” (Make America Great Again) movement, accused the brand of abandoning its heritage. The company soon found itself in damage control mode. On August 28, 2025, Cracker Barrel’s executives announced that they would be reverting to the original “Old Timer” logo, acknowledging the outcry from their customer base. “We thank our guests for sharing your voices and love for Cracker Barrel,” the company said in a statement. “We said we would listen, and we have. Our new logo is going away, and our ‘old timer’ will remain.”
Lowe, who served as Cracker Barrel’s Vice President of Operations and spent decades on its board of directors, said he’s never even met Masino—and he doubts she knows who he is. Still, his influence on the brand’s culture is undeniable. He recalled advice from a “Grand Ole Opry” performer named String Bean, who told the founders in the early days to “keep it country.” Lowe is now repeating that message for today’s leadership, warning that if they ignore it, the business could stumble.
“If they don’t get back to keeping it country, then it ain’t gonna work,” Lowe cautioned. It’s a sentiment that resonates with many longtime fans of the brand, who see Cracker Barrel as more than just a place to eat—it’s a slice of Americana, a nostalgic link to simpler times. The chain’s signature rocking chairs, checkerboard tables, and country-store atmosphere are as much a part of the experience as the biscuits and gravy.
Cracker Barrel’s attempt to modernize isn’t unique in the world of American dining. Many legacy brands have faced similar crossroads, trying to balance staying relevant to new generations with preserving the traditions that made them household names. But for Cracker Barrel, the stakes seem especially high. With 657 locations across 43 states, the chain has built a fiercely loyal following—one that isn’t shy about voicing its opinions when it perceives a misstep.
The $700 million modernization initiative didn’t just involve the logo. Masino’s team rolled out new menu items, updated the interiors with sleeker designs, and experimented with pricing to attract a broader demographic. Yet, as Lowe pointed out, these changes largely went unnoticed—until the logo was touched. For many, the removal of the iconic barrel and Uncle Herschel was a step too far, a break with tradition that couldn’t be ignored.
Critics of the rebranding argue that Cracker Barrel’s leadership underestimated the emotional connection customers have with the brand’s imagery. The logo isn’t just a design; it’s a symbol of the chain’s identity, one that evokes memories of family road trips, hearty breakfasts, and a sense of belonging. “They need to work on the food and service, and leave the barrel—the logo—alone,” Lowe reiterated, summarizing the feelings of countless regulars.
As the dust settles on this branding debacle, Cracker Barrel’s leadership faces a crucial test: How to chart a path forward that honors the chain’s storied past while still appealing to new customers. The reinstatement of the Old Timer logo is a clear sign that, for now, tradition has won out over trend. But the underlying tension—between modernization and nostalgia, growth and authenticity—remains.
For Tommy Lowe, the lesson is clear. “It was just a country store for country people, and that’s what it is today, they just don’t understand.” His words serve as both a rebuke and a rallying cry, reminding Cracker Barrel’s executives—and its customers—of the values that built the brand. Whether the chain can heed that advice and thrive in a rapidly changing marketplace is a story still unfolding.
