Woonstad customers in Lebanon, Tennessee, share their thoughts about Cracker Vat who scraps his newly unveiled text only logo to maintain his long-term ‘Old Timer’.
Cracker Barrel’s logo rebranding fiasco has inflamed national recoil and now one of the original founders of the chain is publishing.
At the age of 93, co-founder Tommy Lowe told WTVF Newschahannel 5 In Nashville, the leadership of the company sends the brand.
In the interview, Lowe said that the $ 700 million rebrand just “threw money on the street”.
“Oh, that’s crazy,” said Lowe. “That’s … faint.”
Cracker Barrel Scraps New Logo Design, keeps ‘Old Timer’ after listening to customers
Cracker Barrel admitted and announced that it would hold the “old timer” in his logo after intense recoil from the public. (Istock / Istock)
Cracker Barrel unveiled a new text with only text in August 2025, to replace his iconic man-and-vessen design for the first time in 1977. (Thomas Fuller/Sopa images/Lighttrocket via Getty Images/Getty images)
Lowe’s criticism has a historical weight. In addition to the late Evins, he helped the first cracker open in 1969 for the Interstate 40 in Wilson County, Tennessee, with the idea of a restaurant along the road and a national store.
“It was always a rural store for rural people,” Lowe said, adding that the current leadership “just doesn’t understand.”
CEO Julie Felss Masino announced a radical “strategic transformation plan” in May 2024, causing investors. (Gregory Walton / AFP via Getty Images / Getty images)
He excluded the new CEO Masino, a former Taco Bell director, who questioned her grip in the roots of the brand.
