Cracker Barrel co-founder Tommy Lowe is criticizing the company’s leadership after CEO Julie Felss Masino attempted to modernize the iconic “Old Country Store” brand.
Masino sparked backlash earlier this month when she unveiled a redesigned logo that removed the company’s longtime “Old Timer” character — the man leaning on a barrel. The change, along with a new interior design, was promoted as an update to meet customer tastes.
“Honestly, the feedback has been overwhelmingly positive,” Masino said in a recent interview on Good Morning America.
Founder’s Response
Lowe, 93, told NewsChannel5 he was dismayed by the changes. Looking at the new logo, he said: “Oh, that’s crazy. That’s a bland nothing. It is pitiful.”
He questioned whether Masino understood the company’s history. “They’re trying to modernize to be like the competition – Cracker Barrel doesn’t have any competition. I heard she was at Taco Bell. What’s Taco Bell know about Cracker Barrel and country food?” Lowe said.
“They need to work on the food and service and leave the barrel – the logo – alone,” he added.
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Backlash and Market Loss
The new logo rollout quickly drew negative reactions from loyal customers and conservative activists, leading to a reported $100 million drop in market value.
By Tuesday, Cracker Barrel announced it would return to its traditional logo, saying: “We said we would listen … our new logo is going away and our ‘Old Timer’ will remain.”
Return to Tradition
Cracker Barrel confirmed to FOX Business that it is scrapping the rebrand and bringing back the “Old Timer” design. The company emphasized its commitment to the traditional atmosphere that made the chain a staple across America.
