Steak’N Shake Critiques Cracker Barrel’s Rebranding Efforts

In a recent social media update, Steak’N Shake expressed its views on Cracker Barrel’s new branding efforts, labeling them as a “cheap effort” to rebrand the well-known restaurant. The chain introduced a revised logo that notably removed its traditional figure of a gentleman in a rocking chair, replaced by the phrase “I only read the cracker barrel.”

This move sparked significant backlash for Steak’N Shake on the platform X. A post stated, “Sometimes people want to change things just to put their personality in things. In CB, their goal is to completely remove personality. The elimination of ‘old timers’ from the signs is telling. The legacy we’ve built is at stake, and the CEO wants to erase all of it.”

Steak’N Shake emphasized, “We take pride in our history, family, and American values. We embrace our roots, instead of trying to gain approval from trend seekers through cheap measures.”

Cracker Barrel’s CEO, Julie Fels Masino, had earlier announced plans to refresh the restaurant’s exterior in May 2024, mentioning that “We are not as relevant as we once were,” according to CBS News. This rebranding aims to introduce new groceries and adjust pricing, along with renovating the interior.

However, the reception to the updated logo has been less than favorable. CBS News reported the company faced a nearly $200 million loss, with stock prices dropping by almost 15% on a recent Thursday.

As of now, Cracker Barrel has not responded to requests for comments regarding these developments.