Steak’n Shake Critiques Cracker Barrel’s Rebranding

Steak’n Shake has expressed strong discontent following Cracker Barrel’s recent attempt at a rebranding, which many argue has stripped the chain of its character.

Reports show that several Cracker Barrel locations nationwide have lost the signature decor—items that offered a glimpse into Americana—replacing them instead with plain walls. Additionally, the chain has rolled out a new logo that bids farewell to the emblematic old man leaning against a barrel, with the phrase “old country store” now removed from branding.

The refreshed logo simply reads “cracker barrel.”

“The new visuals will carry the classic gold and brown tones throughout the menu and marketing materials,” the company stated, asserting that the design is “more aligned with the iconic barrel shape and word marks.” However, the reaction from the public was immediate and negative.

Interestingly, Steak’n Shake found itself in the spotlight as well for its own changes—like introducing taro fries—yet it was the critique of Cracker Barrel that caught much attention. “It seems like sometimes people just want to change things for personality’s sake. But Cracker Barrel is aiming to strip away its own personality,” the fast-food chain remarked on social media.

Steak’n Shake also mentioned, “Removing the ‘old timer’ from the sign is baffling. Cracker Barrel has a rich legacy that they’ve chosen to disregard, whereas we value history and American ideals.” They further emphasized their commitment to staying true to their roots.

The commentary ended with a call for Cracker Barrel’s CEO to step down, punctuated by a nod to former President Donald Trump’s well-known catchphrase.

Many social media users echoed the sentiment against brands that appear lifeless or overly “woke.” For instance, Byron Donald, a Florida representative, shared his experience working at Cracker Barrel, reminiscing about its significance in American culture. “No one asked for this kind of rebranding, and it’s high time we restore Cracker Barrel to its former glory,” he declared.

As noted in reports, Cracker Barrel’s stock took a considerable hit this week following the unveiling of its new logo, marking the first major design shift in nearly fifty years.