Cracker Barrel co-founder Tommy Lowe, 93, says the company’s new leadership doesn’t understand the brand’s roots or customers.
Cracker Barrel CEO Julie Fels Masino told an investor conference Tuesday that the company has updated its logo to be more visible on billboards.
He also noted that the movement could be felt to be ideological, according to the Wall Street Journal.
“Part of this change is setting up long-term success,” Masino said during the 13D Monitor Active Conference – Conference in New York City on Tuesday.
Cracker Barthel authority emphasizes remodeling remodeling is ‘
Those plans quickly stopped after forcing the company to change the movement.
FOX Business has reached out to Cracker Barrel for comment.
The new Cracker Barrel logo on the menu inside the restaurant on Aug. 21, 2025, in Pembroke Pines, Fla. (Joe Raedle/Getty Images)
In mid-August, the cracker barrel introduced a new logo, replacing the usual image of “Uncle Herschel” with a modern design that only contains the company’s name. It faced a backlash attack, including from President Donald Trump, who sent in social truth that the company should admit that it made a mistake and “Manage the company better.”
Cracker Barrel admits it ‘could have done a better job’ after new logo backlash
Its stock took a hit again, and it eventually prompted the restaurant to go into recovery just a week ago.
Cracker Barrel restaurant in Dumfries, VA., May 21, 2024. (Nathan Howard/Bloomberg/Getty Images)
The company eventually explained its decision to change its logo, saying that the Uncle Herschel character “will still be on our breakfast menu (to welcome the beloved Uncle Herschel of your favorite breakfast, to our national and prominent family images).
It also admitted that the company could have done “a better job of communicating who we are and who we will be” after customers expressed anger over the rate chain’s new logo. However, it is not enough to change public sentiment.
During the conference, Masino also discussed what it’s like to be mentored by an investor who has been with him for more than ten years, according to the journal.
Sardar Biglari has been aiming for a restaurant since 2011. Biglari, the founder of Biglari Capital Corp., which owns 2.9% of Cracker Barrel Stock, has moved ahead of Prompy’s Cracker competitors in the lawsuit.
Cracker Barrel Stock Plunges Amid Logo Switch Back
Cracker Barrel Country Store in Fishkill, NY, Aug. 25, 2025. (Richard Beetham of Fox News Digital)
BigLari is also the CEO of Biglari Holdings Inc, the parent company that owns restaurant chains such as Steak ‘n Shaken and Western Sizzlin.
After just last month, Biglari tried to convince the Board to replace its leadership with allegations of destroying the value of the shareholders.
“We want the support of the shareholders to vote against these directors and not only because of Severe destruction of the share price But with a serious failure to understand the brand, its customers, and its values, and the failure to fulfill the most important task of the Board, the right CEO was chosen, “wrote the capital of Biglari in the fulfillment of the representative.
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Biglari Capital said the Board and management both “betrayed the company’s heritage, alienated loyal customers and undermined investor confidence,” with their strategies.
