Cracker Barrel co-founder Tommy Lowe slams CEO – Business News
The 93-year-old co-founder of Cracker Barrel blasted the homestyle restaurant chain’s execs for permitting modifications that broken the 56-year-old business as he urged CEO Julie Felss Masino to depart the emblem alone.
Tommy Lowe, co-founder of the primary Cracker Barrel in 1969, accused the previous Taco Bell govt of making an attempt to rival the chain’s extensively criticized $700 million modernization effort.
“They’re trying to modernize to be like the competition — Cracker Barrel doesn’t have any competition,” Lowe informed WTVF Thursday. “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.”
Cracker Barrel co-founder Tommy Lowe speaks out towards the company’s present management on Aug. 28, 2025. NewsChannel 5
The nonagenarian’s feedback come after Cracker Barrel executives reversed course on a a lot despised brand redesign that eliminated the well-known “barrel” and Uncle Herschel from the chain’s branding.
Lowe slammed the rebrand as “pitiful” — saying Masino didn’t perceive Cracker Barrel’s id as a result of of her background in fast food.
“Spending $700 million dollars doing that is throwing money out the window,” he mentioned.
Lowe claims Masino doesn’t know who he’s and revealed he has by no means met with the manager since she was named Cracker Barrel’s President and CEO in July 2023.
Masino started implementing modifications to the menu, inside design and costs quickly after assuming the coveted place in November.
The initial modifications went beneath the radar for many prospects, however Masino’s most up-to-date alteration raised eyebrows throughout the nation.
The first Cracker Barrel location in Lebanon, Tenn., opened in September 1969. Cracker Barrel
Tommy Lowe and Dan Evins, co-founded the company to lure truckers to their fuel station and restaurant alongside the freeway. Tommy Lowe
Lowe, who served as Cracker Barrel’s Vice President of Operations and held a decades-long seat on the board of administrators, mentioned Masino was making an attempt to compete with competitors that didn’t exist.
Following the immense backlash and plunging shares, Cracker Barrel executives determined to reverse course and return to the “Old Timer” brand.
“We thank our guests for sharing your voices and love for Cracker Barrel,” the company mentioned in a assertion. “We said we would listen, and we have. Our new logo is going away and our ‘old timer’ will remain.”
The about-face adopted days of protests on social media towards Cracker Barrel’s rebranding efforts — capped on Tuesday with Trump weighing in and advising the company to go back to the unique brand design.
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Lowe recalled a “Grand Ole Opry” man named String Bean who had warned the restaurant in its toddler stage to “keep it country.”
He reiterated the alert to the present leaders, warning the business would falter in the event that they didn’t hear.
“If they don’t get back to keeping it country, then it ain’t gonna work,” Lowe informed the outlet.
Cracker Barrel’s redesigned branding that eliminated Uncle Herschel and “modernized” the emblem. Cracker Barrel
A Cracker Barrel signal above a store in Florida City, Florida, on Aug. 27, 2025. Getty Images
Lowe served as Cracker Barrel’s Vice President of Operations and held a decades-long seat on the board of administrators earlier than retiring. NewsChannel 5
The first store was constructed alongside Highway 109 in Lebanon, Tenn., after co-founder Dan Evins needed to construct a fuel station however needed one thing more interesting to get more prospects.
Evins, who died in 2012, introduced in Lowe, a construction business proprietor, to construct a restaurant to accompany the station and supply for truckers who drove by means of the world.
“It was just a country store for country people and that’s what it is today, they just don’t understand,” Lowe mentioned.
Lowe says it took “forever” to get 10 traders to fund the $10,000 needed to construct the store.
“It wasn’t a bet at all,” he mentioned on the challenges confronted in getting up and operating.
The companions managed to get off the ground, opening the primary store on Sept. 19, 1969, ultimately increasing the chain to over 650 areas in 44 states.
