Cracker Barrel founder, 93, gives damning verdict on $7M-a-year CEO as she breaks cover after rebrand fiasco

Daily Mail UK ^ | August 29, 2025 | Germania Rodriguez Poleo

[Morgana]

Cracker Barrel's co-founder has delivered a scathing critique of the restaurant chain's CEO after a botched rebranding.

Tommy Lowe, 93, accused Julie Felss Masino of failing to grasp what Cracker Barrel stands for, pointing to her previous stint at Taco Bell.

'They're trying to modernize to be like the competition. Cracker Barrel doesn't have any competition,' Low, who co-founded Cracker Barrel with the late Dan Evins in Lebanon, Tennessee in 1969, told WTVF.

'I heard she was at Taco Bell. What's Taco Bell know about Cracker Barrel and country food? They need to work on the food and service and leave the barrel, the logo, alone.'

The criticism comes after Cracker Barrel scrapped its controversial new logo Tuesday following a flood of outrage. The redesign removed the iconic 'Old Timer' figure — an old man leaning against a barrel — leaving only the chain's name in a modern font.

Lowe weighed into the saga as Masino, who earns $6.68 million a year in salary and bonuses, was spotted Thursday leaving her home in an affluent Nashville neighborhood.

When approached by Fox News Digital, Masino — who took the helm of the 650-location Southern comfort food chain in 2023 — refused to answer questions

She quickly got into her Mercedes-Benz, flanked by security in another vehicle, and drove to a nearby Starbucks for coffee.

[Morgana]

that CEO needs a rebranding to the unemployment office

[Jim W N]

Again, another disconnected female in charge of something other than her own home.

[joshua c]

she would qualify for a bonus with this performance?

[SaveFerris]

(that CEO needs a rebranding to the unemployment office)

AMEN to that!! 🙏🙏🙏🛐🛐🛐✝️✝️✝️

Dear Cracker Barrel: please FIRE that
WOKE-TARD BIMBO Julie Felss Masino
IMMEDIATELY
and RESTORE the OLD LOGO AND THE
INTERIOR OF THE RESTAURANTS

And STOP 🛑🛑🛑 with the Godless Reprobate faggotry

Cracker Barrel - The company has
openly supported Gay Pride Month

(TODAY THEY ARE IN YOUR FACE FLAUNTING PERVERSION AS NORMAL and hating anyone that disagrees)



All According to SATAN'S Plan

Rainbow White House happened on Friday, June 26, 2015 - turning the White House into a Godless Reprobate Abomination



DO NO HARM, Christians, but REJECT this
Godless Reprobate Agenda. WALK AWAY.
(For the thread)

[allendale]

If you portfolio has a company that hires a progressive, Democrat as CEO, sell the stock immediately.

[SaveFerris]

(We got the OLD LOGO back but I saved my previous request)

Now fire the CEO ...

and QUIT with the Homosexual Agenda

[FatherofFive]

She quickly got into her Mercedes-Benz, flanked by security in another vehicle, and drove to a nearby Starbucks for coffee.

Clearly has no taste.

[ClearCase_guy]

'I heard she was at Taco Bell. What's Taco Bell know about Cracker Barrel and country food?

This is a big part of the "MBA" problem the country has had for 40 years or so. Once upon a time, someone would start at a company at the bottom. If they were good, they'd move up. Through each level. They would understand warehousing, distribution, marketing, retail, product development, recruiting, contracts, finance, whatever. If they made up to CEO they would understand the company culture and how to manage the company too.

But we threw that out the window. Now, you graduate from an Ivy League school with your MBA and you instantly become CEO of an airline. After a few year, you become CEO of a brewery. A few more years, you are CEO of a semiconductor company. And after that, you get to run Cracker Barrel. You have no idea what you're doing at any of these positions. But you can fill in little numbers in little boxes in spreadsheets, and you give nice talks to shareholders, so I guess you have all the answers to all the problems.

[Morgana]

Would you really want a female like that in charge of a home?

[ponygirl]

she would qualify for a bonus with this performance?

Of course. She has accomplished exactly what her BlackRock and Vanguard shareholders have demanded of her: destruction of another solid American brand through their ESG policies.

[Red Badger]

Crack-Ho Barrel................

[Ronaldus Magnus III]

Cracker Barrel's 93 year old co-founder Tommy Lowe:

"Cracker Barrel doesn't have any competition"

El Rush-Bo would be proud of Mr Lowe.

[Leaning Right]

> You have no idea what you’re doing at any of these positions. <

Good analysis there. And many of them feel they MUST do something dramatic to justify their high salaries. So they turn the company upside down.

[joshua c]

fair point

they have gone from 20 to near 100 on the hrc corporate equality index

the real goal

[fidelis]

Drove past two Cracker Barrels making my rounds running errands around town with the lovely Mrs. fidelis. The Old Guy on the sign lives!

[NewJerseyJoe]

Cracker Barrel removed DEI web pages, but I’ve yet to see if they renounce wokeism. If they don’t, and the company continues to sink, Sardar Bigliary (owner of Steak ‘n Shake, and almost 10% stockholder in Cracker Barrel) will be able to pick up the company for peanuts. Bigliary has publicly clashed with Board in the past, and would probably welcome the opportunity to properly turn the company around and make it succeed.

[ken in texas]

- But you can fill in little numbers in little boxes in spreadsheets, and you give nice talks to shareholders ...

For many the only goal is to get the stock price to move up every quarter. I know of a CEO that tinkered with the numbers on a bid so the company would win the contract, gain good press, and raise the stock price. Trouble is, he drastically cut the company's profit margin on the contract.

[Starboard]

Sound advice.

[Jim W N]

God made women to take care of the home and love their husband and children.

Generally, women who try to usurp men’s jobs of taking charge of companies or gov’t agencies are like fish out of water. They just flap around aimlessly.

Would that fish be good where it belongs, back in the water? Of course.

Same with women. They’re wonderful and so happy at what God made them to do - take care of the home and love their husbands and children.

Can’t judge a fish that’s flapping around out of the water.

Why don’t they go back into the water where they belong? Because as Eve, so today’s women have eaten of the Performance Tree that lies and says that Eve’s and women’s VALUE depends on their ROLE of being subject to the man/husband - the bedrock confusion of the “Women’s Movement” propelled by the Prince of Lies and Darkness.

Men’s and woman’s VALUE is inherent by the grace of God based on what Christ did, NOT what they do. Women’s value and worth is not based on their ROLE. But their God-given role of being subject to the man/husband is very important for the family and society.

How does one measure a woman’s value or worth? She is worth the very Son of God who gave his life for her. The VALUE-ROLE confusion is the heart of the problem in this day and age.

[Flaming Conservative]

This guy knows his onions, but he apparently just woke up from a nap of several years.