Leo Gillick
It was inevitable that, after the Cracker Barrel rebrand controversy, there would be some fallout. They’re feeling it now as they are forced to close multiple stores due to plummeting stocks and sales. While the flagship brand is safe, Cracker Barrel is shutting down several Maple Street Biscuit restaurants.
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This comes after the company took a financial hit.
When Cracker Barrel announced its redesign and change of image earlier this year, the response was huge. They got it in the neck from people sick of the dulling down of branding. The company had stripped the font used on their logo and gotten rid of the man on the barrel.
- The response was massive. As the CEO gleefully announced the Cracker Barrel rebrand, the public outcry was heard across the globe. It was clear; everyone hated it, and it was a terrible idea. So, they attempted to backpeddle.
Customer’s Hate It: Cracker Barrel CEO Julie Felss Masino says people love their new rebrand. Comments on X say otherwise! She’s taken a beloved Americana Brand and trashed it with DEI Wokism. Masino promised to “identify, recruit, and advance” hires by race and now the company… pic.twitter.com/LYy6kwW3ur
— John Cremeans (@JohnCremeansX) August 21, 2025
Too Little, Too Late: However, the damage was already done. Despite the apology Cracker Barrel originally made, they had already upset the world. Stock plummeted, and people swore off the brand. Their name was dirt. It was a dark day in the barrel.
- The problem wasn’t even all Cracker Barrel’s fault. They were just the straw that broke the camel’s back. They were used as the example for the enshittification of many brands. They paid the toll many other companies have been racking up. Now they’re in financial trouble.
Over a Cracker Barrel
Since the announcement, the company has been in financial trouble, and that’s forcing them to start closing stores. At present, they haven’t been forced to close any Cracker Barrel locations. For now, they are staying afloat by shutting down Maple Street Biscuit Company locations.
- This company was bought out by Cracker Barrel in 2019. Purchasing it fitted with their look and brand, but to keep profits up this year, they have been forced to take a look at ways to cut costs. Sadly Maple Biscuit was the sacrificial lamb. At least 14 locations were.
- “We appreciate the continued patronage of the many guests who have dined with Maple Street at these 14 locations over recent years and thank our team members for their passionate dedication to Maple Street,” reads Cracker Barrel’s statement.
- “We appreciate the continued patronage of the many guests who have dined with Maple Street at these 14 locations over recent years and thank our team members for their passionate dedication to Maple Street and focus on delivering delivered fantastic guest experiences day in and day out,” a spokesperson for Cracker Barrel told Newsweek. “We hope our loyal guests will continue to dine with us at our many other Maple Street locations.”
The impact of the Cracker Carrel rebrand fiasco cost them a reported $700 million. It’s a huge financial pit to begin climbing out of, and it will take some serious business acumen. But so far they’ve managed to avoid shutting down any of the flagship brand.
