Cracker Barrel Co-Founder Blasts CEO For $700 Million Rebranding Failure And Knowing 'Very Little' About Brand's Roots: 'Taco Bell Is Not...'

Core Viewpoint - The co-founder of Cracker Barrel, Tommy Lowe, has publicly criticized CEO Julie Felss Masino for being disconnected from the brand's core values and customer base, particularly regarding a $700 million rebranding plan that he deems unnecessary and misaligned with the restaurant's identity [1][2][4]. Leadership Concerns - Tommy Lowe, at 93 years old, expressed concerns about Masino's leadership since she took over as CEO in 2023, accusing her of implementing changes that do not resonate with the restaurant's Southern country theme [2][3]. - Lowe highlighted Masino's previous experience at Taco Bell as a factor in her lack of understanding of Cracker Barrel's operations and customer preferences [3]. Rebranding Criticism - The $700 million rebranding effort has been labeled a "waste of money" by Lowe, who believes it does not add value to the brand [4]. - Lowe praised the decision to revert to the original logo featuring the "Old Timer" leaning on a barrel, indicating a preference for traditional branding [4]. Operational Challenges - Cracker Barrel is facing strategic uncertainty and operational headwinds, exacerbated by a controversial logo change and the rebranding plan [5]. - In a recent earnings call, CEO Masino announced the suspension of the $600–$700 million capital plan and a return to original store designs, indicating a shift in strategy [6]. Financial Performance - The company is expected to report fourth-quarter revenue of $855.3 million, down from $894.4 million in the same quarter last year, reflecting ongoing challenges [7]. - Analysts initially viewed the backlash against the rebranding as temporary, but Lowe's public criticism raises questions about the company's ability to recover and regain market footing [7].