Cracker Barrel has been in the headlines for weeks—first over a botched logo redesign, then for quietly removing DEI and PRIDE content from its website. Now, the Cracker Barrel co-founder is speaking out, and he isn’t pulling any punches. In a blistering interview, 93-year-old Tommy Lowe slammed the redesign, blasted the company’s direction, and even took a direct shot at current CEO Julie Felss Masino’s background as a Taco Bell executive.
Cracker Barrel’s 93-year-old founder has some strong words for the CEO trying to rebrand and modernize… pic.twitter.com/hHoGl8b4B5
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“What’s Taco Bell know about Cracker Barrel and country food?” Lowe asked pointedly, questioning whether Masino truly understands the culture and traditions that built Cracker Barrel into a Southern staple.
“Keep It Country” or Lose It All
Lowe, who founded the first Cracker Barrel with Dan Evins in 1969, didn’t hold back. He described the redesigned logo—stripped of its classic “Uncle Herschel” character—as “bland nothing” and “pitiful.” He warned that if the chain drifts from its roots, “it ain’t gonna work.”
The new logo for Cracker Barrel – YouTube, TODAY
The logo, unveiled earlier this month, was meant to modernize the brand. Instead, it sparked a wave of backlash. Within days, Cracker Barrel abandoned the redesign, reinstating the original logo and admitting it “could’ve done a better job” explaining its reasoning.
But Lowe’s concern wasn’t just about graphics. His sharp comments about Masino highlighted a deeper worry—that corporate leadership no longer understands what Cracker Barrel’s customer base values.
A Botched Rebrand
The fiasco began when Cracker Barrel revealed a simplified, text-only logo that looked more like an upscale café than a country store. Social media lit up with criticism, with many calling it generic and soulless.
The stock drop after Cracker Barrel rebranded its iconic logo – YouTube, TODAY
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The company’s stock immediately reflected the outrage, shedding close to $100 million in market value before rebounding slightly after the about-face.
Even President Donald Trump joined the backlash, praising the company when it restored its traditional branding: “All of your fans very much appreciate it… make your customers happy again!”
Culture Wars at the Barrel
This isn’t the first time Cracker Barrel has waded into controversy. Over the last few decades, the chain has lurched back and forth across America’s culture war fault lines.
- In the 1990s, Cracker Barrel drew criticism for internal policies.
- By the 2000s, it was pursuing activist approval, boasting high scores on the Human Rights Campaign’s Corporate Equality Index.
- In 2023, Cracker Barrel found itself in hot water after promoting rainbow-colored rocking chairs during PRIDE Month. The campaign triggered widespread boycotts and online backlash, particularly in conservative areas where Cracker Barrel has long thrived.
A screenshot from a Bud Light commercial featuring Dylan Mulvaney that led to a costly boycott – YouTube, 4thphaseofmalaise
The fallout was severe. As with Bud Light and Target, the attempt to chase activist accolades ended up alienating core customers.
Quiet Deletions: DEI and PRIDE Pages Removed
In 2025, the company quietly walked back some of those initiatives. Observers noticed that Cracker Barrel had deleted its DEI webpage and removed Pride-centric content from its site. There was no press release or big announcement—just a quiet scrub that signaled leadership recognized the backlash and wanted to move on.
Cracker Barrel CEO Julie Felss Masino being interviewed – YouTube, TODAY
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That retreat may have calmed some waters, but when the logo redesign landed, it re-ignited doubts about whether the chain really knew its audience anymore.
Lowe’s Warning Carries Weight
Lowe’s rebuke lands harder because he isn’t just another critic on social media—he’s the co-founder of Cracker Barrel, the man who helped build the company from a single roadside store in Lebanon, Tennessee, into a national chain. His words channel the frustration of longtime customers who feel the company has lost its way.
His message was simple: return to the rustic charm that made Cracker Barrel a household name.
The iconic rocking chairs outside Cracker Barrel – YouTube, TODAY
“It looks good, but just keep it country,” Lowe recalled a musician telling him in the restaurant’s early days. “That’s what people want.”
By singling out Masino’s Taco Bell résumé, Lowe made clear that this isn’t just about a logo. The founder noted that it’s really about whether the leadership team understands what Cracker Barrel even is.
The Lesson for Legacy Brands
The Cracker Barrel debacle fits a growing pattern: a legacy brand experiments with modernization, alienates its base, loses millions, and backtracks. But unlike Bud Light or Target, the Cracker Barrel co-founder is sounding the alarm.
Marketing analysts say the redesign was tone-deaf. Removing an iconic figure in favor of sterile text stripped away everything that made Cracker Barrel distinct. Combined with years of controversial DEI and PRIDE campaigns, customers see a company unsure of who it wants to be.
Food at Cracker Barrel – YouTube, TODAY
Lowe, however, knows exactly what it should be: the same thing it was in 1969. A place where families can gather, eat country cooking, and shop in a store that feels timeless.
Logos can change, websites can shift, but if Cracker Barrel forgets to “keep it country,” then as Lowe put it, “it ain’t gonna work.”
How do you feel about these comments from the Cracker Barrel founder? Sound off in the comments and let us know!
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