Talk about a corporate shake-up! A 93-year-old Cracker Barrel co-founder just unleashed on the CEO over a ‘pitiful’ $700 million rebranding flop. He says she’s ‘throwing money out the window’ and doesn’t understand the brand. What’s more important: modernizing a beloved brand or preserving its original charm?

Cracker Barrel co-founder Tommy Lowe has publicly chastised CEO Julie Felss Masino, fiercely criticizing the company’s recent rebranding efforts as a “pitiful” and costly misstep that fundamentally misunderstands the brand’s core identity. At 93 years old, Lowe’s sharp rebuke underscores a deep generational and philosophical divide within the iconic homestyle restaurant chain regarding its future direction and brand evolution.

A foundational figure in Cracker Barrel’s history, Lowe co-founded the first establishment in 1969 and served as its Vice President of Operations, later holding a decades-long seat on the board of directors before his retirement. His deep-rooted connection provides a unique perspective, viewing the company’s identity as intrinsically tied to its origins as a “country store for country people” – a heritage he believes is being diluted.

The focal point of Lowe’s discontent is the controversial logo redesign, which saw the removal of the famous “barrel” and Uncle Herschel from the chain’s branding. This costly endeavor, reportedly a $700 million modernization effort, has been lambasted by Lowe as “throwing money out the window,” particularly given the subsequent reversal of the much-despised changes after significant public backlash and criticism from within the organization.

Lowe’s primary contention stems from Masino’s background, particularly her prior executive role at Taco Bell. He argued that her experience in the fast-food sector rendered her ill-equipped to comprehend the distinct essence and unique market position of Cracker Barrel. This perceived lack of understanding, he claims, led to strategic decisions that alienated the brand’s loyal customer base and undermined its established image.

“They’re trying to modernize to be like the competition — Cracker Barrel doesn’t have any competition,” Lowe asserted. He further questioned, “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,” clearly articulating his vision for the company’s priorities.

The nonagenarian’s outspoken comments followed the company’s decision to backtrack on the logo redesign, an acknowledgement of the strong negative sentiment it had generated. This corporate misstep highlights the delicate balance between innovation and preserving a beloved brand’s established identity, especially within the fiercely competitive restaurant industry.

Lowe also revealed that he has never met Masino since her appointment as Cracker Barrel’s President and CEO in July 2023, further emphasizing the disconnect. He maintains that the company’s leadership fails to grasp that its enduring appeal lies precisely in its consistent, authentic “country store” experience, rather than in attempts to mimic contemporary rivals.

This ongoing restaurant controversy underscores critical discussions around corporate leadership, business strategy, and brand identity in an evolving market. For heritage brands like Cracker Barrel, the challenge lies in modernizing operations without sacrificing the foundational values and aesthetic that have cultivated decades of customer loyalty, a delicate balance that Tommy Lowe believes has been severely compromised.