What happens when a beloved American institution finds itself at war with its own identity? For Cracker Barrel, a chain synonymous with Southern comfort and rustic charm, the answer is a firestorm of public outrage, a plummeting market value, and a scathing rebuke from the one person who knows it best: its 93-year-old co-founder. After a controversial rebrand backfired spectacularly, co-founder Tommy Lowe claims the company's leadership no longer understands its most loyal customers.
