Tommy Lowe, co-founder and longtime executive of Cracker Barrel, has weighed in on the recent controversy surrounding the restaurant’s logo redesign—and he’s not holding back. In a recent interview, Lowe criticized the direction the company is heading under new leadership, questioning the need for modernization and a $700 million rebranding effort.
“They’re trying to modernize to be like the competition — Cracker Barrel doesn’t have any competition,” Lowe said. “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.”
His comments refer to Cracker Barrel President and CEO Julie Masino, who stepped into the role in July 2023. Masino previously held leadership roles at Taco Bell and began making sweeping changes to the brand shortly after her arrival. These included menu updates, pricing changes, and revamped store interiors—moves that initially went unnoticed. However, a recent decision to redesign the brand’s iconic logo quickly drew backlash from loyal customers and caught national attention.
In response to the public outcry, Cracker Barrel reversed course. The company released a statement confirming the return of its beloved “Old Timer” logo: “We thank our guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have. Our new logo is going away, and our ‘Old Timer’ will remain.”
Lowe, who served as Cracker Barrel’s Vice President of Operations and spent decades on the board, expressed frustration over the leadership’s disconnect from the company’s roots. He also revealed that he has never met Masino and believes she likely doesn’t even know who he is.
“This isn’t just about a logo,” he added. “It’s about understanding what Cracker Barrel stands for. You don’t spend $700 million changing something that wasn’t broken.”
As the debate over tradition versus transformation continues, Lowe’s voice reflects the concerns of many who believe the brand’s charm lies in its heritage—not a modern makeover.
