Cracker Barrel Co-Founder Blasts Rebrand After Backlash

Cracker Barrel rebrand backlash is still trending after the company revealed a new logo and décor plan. Co-founder Tommy Lowe, now 93, is speaking out. His message to current leadership is direct: remember the brand’s roots.

“A country store for country people”

Lowe co-founded Cracker Barrel Old Country Store in 1969 with his friend Dan Evins. The first location sat beside a filling station in Lebanon, Tennessee. Their idea was simple: warm hospitality, a country store, and hearty food for travelers.

In a chat with NewsChannel 5 Nashville, Lowe said the original concept still matters today. “It was just a country store for country people.” He added that recent moves suggest leaders may not fully understand that identity.

New CEO, bold changes, fast pushback

In early 2024, new CEO Julie Masino announced a modernization plan. It included refreshed décor, menu updates, and new pricing. The most controversial change was a redesigned logo.

Fans voiced concerns across social media. Many feared the refresh would erase the brand’s classic feel. The logo drew the sharpest criticism and sparked a wider debate about authenticity.

Logo reversal: barrel and Uncle Herschel return

After the backlash, the company restored its familiar logo artwork. The iconic barrel and the beloved figure fans call Uncle Herschel are back. The move signals a course correction toward tradition.

How Cracker Barrel grew into a highway staple

With help from 10 early investors, Lowe and Evins scaled a unique guest experience. Locations clustered near major interstates brought in families and road-weary travelers. The brand’s country store, rockers, and down-home menu built loyal followings in more than 600 locations.

Why the brand’s heritage still matters

Cracker Barrel’s strength is consistency: comfort food, familiar décor, and Southern hospitality. Fans expect that experience to be reliable. Refreshes can work, but changes must respect the core story customers love.

What to watch next

• How the menu refresh balances value with tradition.
• Whether décor updates keep the “Old Country Store” feel.
• Guest feedback on pricing, portions, and favorites.
• Further signals from leadership about brand heritage.

Co-founder’s blunt advice

Lowe’s takeaway is clear: protect the identity that built the company. The brand was born from simple ideas that still resonate. Fans want thoughtful updates, not a rewrite of history.

• Founded: 1969, Lebanon, Tennessee
• Founders: Tommy Lowe and Dan Evins
• Footprint: 600+ locations near interstates
• Recent news: Logo change backlash and restoration