Cracker Barrel co-founder, 93, slams rebranding disaster: ‘Throwing money out the window’
Cracker Barrel co-founder weighs in on logo fracas
- Tommy Lowe, a 93-year-old co-founder of Cracker Barrel, has strongly criticized the restaurant chain's recent $700 million modernization initiative, particularly its redesigned logo.
- Lowe, who established Cracker Barrel with Dan Evins in Tennessee in 1969, dismissed the new logo as "pitiful" and questioned CEO Julie Felss Masino's understanding of the brand's "country" identity.
- He argued that the company's attempt to modernize and compete with other chains was unnecessary, saying Cracker Barrel has no real competition and should focus on food and service.
- Following significant customer backlash, Cracker Barrel executives announced they would abandon the simplified logo and reinstate the traditional "Old Timer" design.
- Lowe warned current leadership that failing to maintain the brand's "country" essence could jeopardize the business.