Cracker Barrel co-founder slams rebrand fail as ‘pitiful,’ urges chain to ‘keep it country’

Hometown clients in Lebanon, Tennessee, share their ideas on Cracker Barrel scrapping its newly unveiled text-only emblem to maintain its long-standing ‘Old Timer.’

Cracker Barrel relented and introduced it might maintain the “Old Timer” in its emblem after intense backlash from the general public. (iStock / iStock)

Calling the brand new emblem “pitiful,” Lowe warned executives to “keep it country” in the event that they wish to survive.

The Lebanon, Tennessee–primarily based chain rolled out the redesign final week as a part of a $700 million makeover below CEO Julie Masino. As a substitute of successful over clients, the rollout sparked widespread ridicule, a pointy dip in Cracker Barrel’s inventory value and even pushback from President Donald Trump. 

By Tuesday, the corporate reversed course and restored its authentic emblem. In a candid admission to FOX Enterprise, Cracker Barrel stated it “could’ve done a better job” in sharing what the enterprise is about and emphasised that the beloved parts of the chain, from rocking chairs to “Uncle Herschel,” “aren’t going anywhere.”

“Congratulations ‘Cracker Barrel’ on changing your logo back to what it was,” President Trump wrote on Fact Social Tuesday. “All of your fans very much appreciate it. Good luck into the future. Make lots of money and, most importantly, make your customers happy again!”

CRACKER BARREL CUSTOMERS IN THE COMPANY’S HOMETOWN WEIGH IN ON LOGO: ‘IF SOMETHING’S NOT BROKE, DON’T FIX IT’

Cracker Barrel unveiled a brand new text-only emblem in August 2025, changing its iconic man-and-barrel design first launched in 1977. (Thomas Fuller/SOPA Photos/LightRocket through Getty Photos / Getty Photos)

Lowe’s critique carries historic weight. Alongside the late Dan Evins, he helped open the primary Cracker Barrel in 1969 off Interstate 40 in Wilson County, Tennessee, with the concept of a roadside restaurant and nation retailer. 

“It was always a country store for country people,” Lowe stated, including that present management “just doesn’t understand.” 

CEO Julie Felss Masino introduced a sweeping “strategic transformation plan” in Could 2024, sparking investor backlash. (Gregory Walton/AFP through Getty Photos / Getty Photos)

He singled out new CEO Masino, a former Taco Bell government, questioning her grasp of the model’s roots.