On Tuesday, August 19, the homestyle dining chain revealed a refreshed look as part of its new “All the More” campaign. The update included remodeled interiors, a seasonal menu, and, most controversially, a redesigned logo. The new wordmark ditches the “old-timer” illustration — a man in overalls sitting next to a barrel — that had been part of the brand’s identity since 1977.
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That’s when Steak ’n Shake jumped in. Reposting Bruesewitz’s comment, the burger chain, founded in 1934, wrote: “This is what happens when you have a board that does not respect their historical customers or their brand. At Steak n Shake, we have gone back to basics. Our tallow fries are waiting for you. Oh yeah, you can also now pay with Bitcoin!”
This is what happens when you have a board that does not respect their historical customers or their brand.At Steak n Shake, we have gone back to basics. Our tallow fries are waiting for you. Oh yeah, you can also now pay with Bitcoin! t.co/F5cBwUBVns
— Steak 'n Shake (@SteaknShake) August 21, 2025Sometimes, people want to change things just to put their own personality on things. At CB, their goal is to just delete the personality altogether. Hence, the elimination of the "old-timer" from the signage. Heritage is what got Cracker Barrel this far, and now the CEO wants to… pic.twitter.com/Aoml8ZOfuT
— Steak 'n Shake (@SteaknShake) August 21, 2025“Whoever is running this account deserves a raise. Social media manager is about to be directly responsible for a massive increase in sales,” one person wrote.
“Love how you guys are keeping tradition but also staying up with modern times! BITCOIN PAYMENTS ?,” a third chimed in.
“If I were the head of Cracker Barrel that CEO would be fired immediately…the charm and country feel IS what we love about it!” someone else said.
Meanwhile, Cracker Barrel is pressing ahead. Alongside the logo rollout, it announced new fall menu items, a partnership with country star Jordan Davis, and a nationwide promotion offering free Classic Sides with any purchase on August 23–24.
Neither Cracker Barrel nor Steak ’n Shake has commented further beyond their social media posts.
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