Watch: Cracker Barrel’s 93-Year-Old Founder Blasts Abandoned Rebrand As “Crazy” And “Pitiful”

Authored by Steve Watson via Modernity.news,

Cracker Barrel’s original founder has slammed the attempt at a sterile and soulless rebrand, calling it “pitiful.”

As we highlighted, the attempt to suck all life out of the country Americans eateries, overseen by a woke Karen girl-boss, elicited fierce backlash and eventually prompted the company to abandon the plan altogether despite having spent hundreds of millions on it.

Now Tommy Lowe, one of the original founders of Cracker Barrel has weighed in.

Being in his nineties, Lowe has all the incentive in the world to stay out of the matter, but clearly felt a need to make his feelings known.

“Oh, that’s crazy. That’s a bland nothing,” Lowe said referring to the now binned new logo. “It is pitiful,” he further urged.

Reporter Carrie Sharp then asked Lowe if he thinks Julie Felss Masino, the aforementioned CEO who oversaw this entire disaster, has even heard the Cracker Barrel story.

“I don’t think so,” Lowe said.

“They’re trying to modernize to be like the competition – Cracker Barrel doesn’t have any competition,” he continued.

“I heard she [Masino] was at Taco Bell. What’s Taco Bell know about Cracker Barrel and country food?” Lowe remarked, adding “They need to work on the food and service and leave the barrel – the logo alone.”

WATCH:

Cracker Barrel’s 93-year-old founder has some strong words for the CEO trying to rebrand and modernize… pic.twitter.com/hHoGl8b4B5

— End Wokeness (@EndWokeness) August 28, 2025

The name “Cracker Barrel” comes from the barrels used to ship soda crackers to general stores, which doubled as gathering spots for locals to socialize.

The founders, including Lowe, leaned into this imagery, designing the restaurants with rustic decor—rocking chairs on porches, checkers tables, and vintage Americana artifacts—to evoke warmth and community. 

The menu drew from Southern home cooking, with dishes like chicken and dumplings and meatloaf, aiming to feel like a meal at grandma’s house.

Under Masino, the company began stripping all of those things out of the outlets, claiming that it’s what customers asked for, and initially suggesting that the move was going well.

Cracker Barrel CEO on their woke rebrand: “Honestly, the feedback has been overwhelmingly positive.” pic.twitter.com/d9i1y14ba8

— TheBlaze (@theblaze) August 21, 2025

The full exchange with Lowe is below:

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