Cracker Barrel’s 93-year-old co-founder, Tommy Lowe, has publicly criticized the company’s current CEO, Julie Felss Masino, over a failed attempt to modernize the beloved Southern restaurant chain. In a pointed interview, Lowe claimed the recent rebranding effort proves the leadership has lost touch with the core values that made Cracker Barrel a success.
“They’re trying to be like everyone else, but Cracker Barrel doesn’t have any competition,” Lowe said in a recent interview with WTVF. “We built it on country food, a warm atmosphere, and a timeless feel — not trends.”
His comments come after the company abruptly reversed a controversial rebrand that removed its iconic “Old Timer” logo — a familiar image of an elderly man leaning against a barrel. The new, minimalist design received swift backlash from loyal customers, who felt the change erased the brand’s Southern identity. Just days after introducing the logo, Cracker Barrel announced a U-turn and reinstated the original design.
Lowe directly criticized Masino, who took over as CEO in 2023 and reportedly earns nearly $7 million annually in salary and bonuses. “I heard she was at Taco Bell. What does Taco Bell know about Cracker Barrel and country food?” he asked. “They need to focus on food and service, and leave the barrel and the logo alone.”
Masino, who previously held leadership roles at Taco Bell and Mattel, declined to comment when approached by Fox News. She was seen leaving her upscale Nashville home shortly after the controversy reignited.
The rebrand was part of Masino’s larger effort to “modernize” Cracker Barrel’s image and appeal to a younger, more diverse demographic — a strategy that has faced resistance from long-time customers and now from the chain’s original leadership.
Founded in 1969 in Lebanon, Tennessee, Cracker Barrel has long positioned itself as a destination for comfort food and old-fashioned hospitality. Lowe fears that straying from these roots could alienate the loyal customer base that sustained the brand for over 50 years.
“If they don’t get back to keeping it country, it ain’t gonna work,” he warned.
As the company works to recover from the branding misstep, many are questioning whether Masino’s vision is compatible with the chain’s legacy — or whether Cracker Barrel risks losing the very identity that made it iconic.
