In a fiery rebuke that has stirred both nostalgia and corporate introspection, Charles “Tommy” Lowe, one of the original executives behind Cracker Barrel, has publicly criticized the company’s recent rebranding effort—calling it “pitiful,” “bland,” and “crazy”2.
🔄 The Rebrand That Backfired
In August 2025, Cracker Barrel unveiled a new logo as part of a $700 million modernization campaign led by CEO Julie Felss Masino. The redesign stripped away the iconic “Old Timer”—a seated man leaning against a barrel—and replaced it with a minimalist, text-only logo. The move was intended to refresh the brand’s image and appeal to younger audiences.
Instead, it ignited a firestorm.
Customers across the country voiced outrage, accusing the company of abandoning its roots. The backlash was so intense that Cracker Barrel’s stock took a significant hit, losing nearly $100 million in market value in just days.
🗣️ Lowe’s Scathing Critique
At 93 years old, Lowe—who helped launch Cracker Barrel in 1969 alongside Dan Evins—didn’t mince words. In interviews with WTVF and Fox Business, he slammed the rebrand as a wasteful misstep:
“That’s crazy. That’s a bland, nothing. It’s pitiful,” Lowe said.
He also questioned Masino’s leadership, pointing to her background 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 added.
Lowe emphasized that Cracker Barrel’s charm lies in its country roots and warned that straying from that identity would be a mistake:
“If they don’t get back to keeping it country, then it ain’t gonna work,” he said.
🧓 The “Old Timer” Returns
Following the uproar—and even a public comment from former President Donald Trump urging the company to reverse course—the company announced it would restore the original logo. In a statement, Cracker Barrel said:
“We said we would listen, and we have. Our new logo is going away and our ‘Old Timer’ will remain”.
⚠️ Disclaimer
This story is based on publicly available news reports and statements from Charles “Tommy” Lowe and other sources. Lowe is not the sole founder of Cracker Barrel; Dan Evins is officially recognized as the company’s primary founder. Lowe served as a longtime executive and board member. All quotes and events are attributed to verified sources and are presented for informational purposes only.
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