Cracker Barrel Co-Founder Speaks Out

In August 2025, Cracker Barrel launched a modernization plan valued at around $700 million, which included remodeling its restaurants and changing its logo. The new design removed the traditional figure of “Uncle Herschel,” a man leaning on a barrel, as well as the phrase “Old Country Store,” symbols that had accompanied the brand since its founding.

The change sparked an immediate negative reaction, especially among conservative circles and supporters of the MAGA movement, including Donald Trump, who publicly criticized the decision and labeled it a cultural mistake. The outrage spilled into the market: the company’s stock dropped significantly, and the issue trended on social media, reflecting the strong cultural bond many customers feel with the chain.

The pressure led Cracker Barrel to quickly reverse the decision. The company restored its original logo with “Uncle Herschel” and returned to its traditional country-style branding. The move was well received in the market: the stock value rebounded by more than 7%, highlighting the direct impact that public perception can have on a brand’s stability.

Amid the controversy, Cracker Barrel’s co-founder, 93-year-old Tommy Lowe, harshly criticized the redesign. He called it “regrettable” and “a waste of money,” directly pointing to CEO Julie Felss Masino, who previously worked at Taco Bell, accusing her of not understanding the brand’s rural and traditional essence. He reminded that Cracker Barrel, founded in 1969 together with Dan Evins, was born with the idea of being a “country store for country folks,” and he warned that straying from that identity could jeopardize the company’s future.

This episode with the Cracker Barrel logo shows how even the most established brands must handle changes carefully, since the cultural symbols that represent them can weigh far more than any modernization strategy.