Cracker Barrel Co-Founder Criticizes Rebrand Following $100M Market Value Drop

Cracker Barrel faced significant backlash after unveiling a new logo that removed its iconic image of Uncle Herschel leaning on a barrel, prompting the company to revert to its original branding following a sharp decline in stock price and public criticism. Co-founder Tommy Lowe, who helped establish Cracker Barrel in 1969, harshly criticized CEO Julie Masino, accusing her of misunderstanding the brand and likening her approach to Taco Bell, arguing that Cracker Barrel has no competition and should focus on its food and heritage rather than modernizing. The $700 million rebranding effort was widely viewed as a failure, alienating the chain's core customers and causing nearly $100 million in market value loss. President Donald Trump publicly supported the return to the original logo, calling the rebrand a mistake and encouraging the company to seize the opportunity to become a winner again. Critics highlighted that the rebrand represented a departure from Cracker Barrel's traditional Southern hospitality and Americana roots, moving toward a more generic and 'woke-friendly' image that many customers rejected. The controversy serves as a cautionary tale about the risks companies face when attempting to update beloved brands without aligning with their loyal customer base.