Cracker Barrel is trending, and not for its buttermilk biscuits or hashbrown casserole.
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.
“Anchored in Cracker Barrel’s signature gold and brown tones, the updated visuals will appear across menus and marketing collateral, including the fifth evolution of the brand’s logo, which is now rooted even more closely to the iconic barrel shape and word mark that started it all,” the company said in a press release.
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CEO Julie Felss Masino defended the changes on Good Morning America, saying the feedback so far has been “overwhelmingly positive.” She added, “Cracker Barrel needs to feel like the Cracker Barrel for today and for tomorrow — the things that you love are still there.”
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But while Cracker Barrel framed the update as a nod to its origins, many online saw it as erasing tradition. Political commentator Alex Bruesewitz posted on X, “The destruction of a great American brand continues. The current leadership team at Cracker Barrel is totally clueless.”
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, 2025And they didn’t stop there. The following day, Steak ’n Shake doubled down: “Sometimes, 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 just scrape it all away. At Steak n Shake, we take pride in our history, our families, and American values. All are welcome. We will never market ourselves away from our past in a cheap effort to gain the approval of trend seekers.”
Sometimes, 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, 2025Fans immediately piled into the comments.
“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.
“Good for you. And that’s just one more reason why I’ve been eating at Steak ’n Shake for over 50 years!!!” another said.
“Love how you guys are keeping tradition but also staying up with modern times! BITCOIN PAYMENTS ?,” a third chimed in.
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“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.
“I loved seeing that old gentleman! Always reminded my of my pawpaw. It was a nostalgic logo,” added another.
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.
The company insists its story hasn’t changed. But judging by the backlash — and a sharp 11% decline, shares tumbling approximately $6.47 to $52.55 as of Thursday morning, according to Forbes — the debate over biscuits, barrels, and branding is just heating up.
Neither Cracker Barrel nor Steak ’n Shake has commented further beyond their social media posts.
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