Steak 'n Shake Criticizes Cracker Barrel's Logo Revamp

Steak 'n Shake has entered the discussion surrounding Cracker Barrel's revamped logo.

Originating from Illinois and presently based in Indiana, this fast-food giant shared an opinion post on Thursday regarding the changes to Cracker Barrel's emblem. Originally from Tennessee, Cracker Barrel has opted to streamline its branding by omitting the man in overalls leaning on a barrel, leaving only the company's name.

In their post, Steak 'n Shake criticized the alterations, suggesting that Cracker Barrel intends to strip away character by removing the 'old-fashioned figure' from its signage.

The brand remarked that the legacy of Cracker Barrel has been foundational to its success, expressing dissatifaction that the current leadership seems intent on discarding this historical element.

Steak 'n Shake vowed to preserve its own heritage and refuse to forsake its roots simply to attract the trend-chasing crowd.

The Steak 'n Shake brand itself has embraced a modern, minimalist look on its online platforms, showcasing its name adorned with phrases like 'bitcoin' and 'beef tallow fries,' which highlight their unique payment system and cooking methods.

Conversely, their primary logo remains classic in black and white, emphasizing their renowned steakburgers.

Corporate Reactions

Cracker Barrel shared a statement on Tuesday detailing that their updated logo is part of a broader creative strategy for the fall season. Since the company's inception in 1969, this marks the fifth iteration of their branding, now keeping even closer ties to the iconic barrel motif intertwined with their wordmark.

Known for its Southern charm expressed through rustic decor, Cracker Barrel's CEO, Julie Masino, acknowledged that their previous style is no longer as impactful and is pursuing a refresh and refinement throughout the chain's operations.

As part of its transformation, Cracker Barrel is updating some of its 650 establishments while experimenting with new culinary offerings.

Attempts to contact representatives from both Cracker Barrel and Steak 'n Shake for commentary were unsuccessful.