Cracker Barrel's new logo was 'pitiful,' one of chain's original executives says
A former Cracker Barrel executive who helped launch the company in 1969 has denounced the logo controversy that drew national attention to the restaurant chain.
In an Aug. 28 interview with News Channel 5 in Nashville, Charles "Tommy" Lowe said the company's short-lived new logo was "bland" and "pitiful."
The country store and restaurant chain unveiled a new, simplified logo on Aug. 19. While still featuring the company's classic gold and brown color palette, the new logo removed a man seated next to a wooden barrel.
Many customers were quick to criticize the change, which even prompted a response from President Donald Trump. The company's stock value also took a hit in the days after the announcement, seeing a nearly $10 drop in its stock value over the course of one day.
A week later, Cracker Barrel reversed course on the decision, saying in a statement to USA TODAY that it would be dropping its much-criticized new logo and returning to the "Old Timer."
Logo controversy timeline: Cracker Barrel changed its logo. Then changed its mind. See timeline of backlash.
'They're trying to modernize,' original Cracker Barrel executive says
Lowe told the news outlet that he didn't approve of the proposed new logo.
"That's crazy. That's a bland, nothing. It's pitiful," he said.
The 93-year-old also said he does not know Cracker Barrel's CEO, Julie Massino. When asked whether he thought she knew the brand's story, he said, "I don't think so."
"They're trying to modernize to be more like the competition. Cracker Barrel doesn't have any competition," he said.
Lowe added, "If they don't get back to keeping it country, then it ain't going to work."
Who is Cracker Barrel's founder?
Lowe told News Channel 5 in Nashville that he helped establish Cracker Barrel in 1969 and previously worked as the company's vice president of operations and a longtime board member.
According to company filings with the U.S. Securities and Exchange Commission, Lowe became a member of the board of directors in 1970 and retired from the company in 1993.
Cracker Barrel's website bills Dan Evins as the company's main founder.
Evins worked for his family's gasoline business before launching the chain, according to the website.
"Evins began to think about all the things that would make him feel comfortable when he was far from home. Things like big jars of candy and homemade jellies, pot-bellied stoves, folks who let you take your time," the website says. "He thought about simple, honest country food, and a store where you could buy someone a gift that was actually worth having."
Melina Khan is a national trending reporter for USA TODAY. She can be reached at
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