Tommy Lowe, the 93-year-old co-founder of Cracker Barrel, has publicly criticized the company's recent rebranding efforts under CEO Julie Masino. Lowe described the rebrand as "bland nothing" and "pitiful," expressing frustration over the reported $700 million expenditure on the initiative. He emphasized that Cracker Barrel was "always a country store for country people" and suggested that the current leadership does not understand the brand's heritage. The rebranding included a logo change that sparked nationwide backlash, leading to a partial reversal by the company. Lowe's comments highlight a disconnect between the founder's vision and the CEO's approach, with some observers noting the CEO did not consult Lowe during the process. The controversy has drawn attention to broader concerns about corporate strategies and leadership decisions in the context of cultural shifts.