Steak 'n Shake criticizes Cracker Barrel’s new logo
Steak 'n Shake has publicly criticized Cracker Barrel over its recent logo redesign, accusing the chain of erasing decades of brand heritage.
Cracker Barrel, founded in 1969, recently replaced its iconic “old-timer” figure, a man sitting on a barrel that had represented the brand since 1977, with a text-only design.
In a tweet posted on August 22, 2025, Steak 'n Shake directly slammed Cracker Barrel’s CEO Julie Felss Masino, writing that the company “took away a piece of American restaurant history” and stressing that preserving iconic branding is essential for honoring tradition.
The tweet went on to note that removing the classic “old-timer” logo disconnects the brand from its loyal customer base and undermines its cultural identity.
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
The change sparked backlash from some customers and commentators, who said the new logo diminishes the chain’s identity and history.
Critics compared the public reaction to past corporate branding missteps, noting that long-time supporters felt disconnected from the brand’s new image.
Cracker Barrel defended the redesign, stating that the updated logo still reflects the company’s heritage through its color palette and barrel-inspired elements.
The chain emphasized that the change is intended to modernize the brand while keeping its Southern-inspired theme intact.
Following the controversy, Cracker Barrel’s stock experienced a notable decline, highlighting the public and investor sensitivity to changes in well-known brands.
Both Steak 'n Shake and Cracker Barrel have long histories in the American restaurant landscape, with Steak 'n Shake founded in 1934 and known for its diner-style offerings.
The debate over Cracker Barrel’s logo underscores the challenges companies face in balancing modernization with tradition.