Steak’n Shake Challenges Cracker Barrel Over New Logo
Steak’n Shake has taken a strong stance against Cracker Barrel, claiming that the southern chain is erasing its heritage with the introduction of a new logo.
Based in Indianapolis, the hamburger chain made its comments on social media, criticizing Cracker Barrel for allegedly abandoning its roots. “Sometimes, people want to change things just to put their personality into things,” they posted, sharing images of the old Cracker Barrel logo.
They expressed concern that Cracker Barrel aims to remove individuality altogether. “The ‘old timers’ have been eliminated from the signs,” Steak’n Shake pointed out.
Continuing their critique, they stated, “This heritage has been diminished. The CEO wants to wipe it clean. At Steak’n Shake, we take pride in our history, family, and American values. Everyone is welcome.” This post followed closely after a previous comment regarding the changes.
Previously, they had reacted to a critique by Trump advisor Alex Bruzewitz about the new logo, asserting that the board of directors at Cracker Barrel does not respect its long-time customers or its brand identity.
Steak’n Shake then emphasized their own return to basics. “Our beast-eating fries are waiting for you. Oh, and you can still pay with Bitcoin!” they added with some humor.
Cracker Barrel introduced the updated logo as part of a branding campaign, marking the first significant change since 1977. They replaced the classic image of a man leaning on a barrel with a text-only design.
Certain conservative critics have labeled this logo change as a misstep, suggesting a negative reaction online, although some have described CEO Julie Felss Masino’s reception as “overwhelmingly positive.”
A company statement indicated that the new logo retains the signature gold and brown colors associated with Cracker Barrel and is rooted in the historic barrel shape.
Following the announcement, Cracker Barrel’s stock fell over 12%, marking its most significant decline since April.
Both Steak’n Shake and Cracker Barrel have been serving customers for more than 50 years, with Steak’n Shake established in 1934 in Normal, Illinois, and Cracker Barrel launching its first location in Lebanon, Tennessee, in 1969.
As of now, there has been no response from either Steak’n Shake or Cracker Barrel regarding these developments.
