FOX Enterprise’ Jeff Flock experiences on Cracker Barrel unveiling a brand new emblem as a part of a broader model replace.
Steak ‘n Shake has taken intention at Cracker Barrel, accusing the Southern country-themed chain of erasing its heritage and identification with its controversial new emblem.
The Indianapolis-based burger chain took to X on Thursday to slam Cracker Barrel for allegedly abandoning its roots, implying that CEO Julie Felss Masino is stripping away the identification of the restaurant and present retailer chain in pursuit of short-term traits.
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“Sometimes, people want to change things just to put their own personality on things,” Steak ‘n Shake posted on X on Thursday, together with a picture of a part of the outdated Cracker Barrel emblem. “At [Cracker Barrel], their goal is to just delete the personality altogether. Hence, the elimination of the ‘old-timer’ from the signage.”
Steak ‘n Shake continued, “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.”
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The fiery publish adopted simply in the future after Steak ‘n Shake referred to as out Cracker Barrel on Wednesday for the emblem change. Replying to a publish from Trump advisor Alex Bruesewitz by which he criticized the chain’s management for the brand new emblem, Steak ‘n Shake accused Cracker Barrel’s board of administrators of not respecting its “historical customers” or “brand.”
“At Steak ‘n Shake, we have gone back to basics,” Steak ‘n Shake posted to X on Wednesday. “Our tallow fries are waiting for you. Oh yeah, you can also now pay with Bitcoin!”
Cracker Barrel unveiled its new emblem on Tuesday as a part of its new branding marketing campaign — eliminating the enduring picture of a person resting on a barrel in favor of a text-only emblem for the primary time since 1977.
Steak ‘n Shake chain restaurant in Middletown, DE, on July 26, 2019. (JIM WATSON/AFP through Getty Pictures / Getty Pictures)
Conservative critics stated the emblem was the corporate’s “Bud Light” second after receiving intense on-line backlash, whereas CEO Masino contended the response was “overwhelmingly positive.”
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In response to an organization press launch, this new emblem continues to be “anchored in Cracker Barrel’s signature gold and brown tones” and “now rooted even more closely to the iconic barrel shape and word mark that started it all.”
On Thursday, shares of Cracker Barrel (CBRL) dropped greater than 12%, the steepest drop since April.
On Thursday, shares of Cracker Barrel dropped greater than 12%, the steepest drop since April. (iStock / iStock)
Steak ‘n Shake and Cracker Barrel have been serving prospects for greater than 50 years. Steak ‘n Shake was based in 1934 in Regular, Illinois, whereas Cracker Barrel opened its first retailer in 1969 in Lebanon, Tennessee, in keeping with their web sites.
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Steak ‘n Shake and Cracker Barrel didn’t instantly reply to FOX Enterprise’ request for remark.
FOX Enterprise’ Amanda Macias and Lindsay Kornick contributed to this report.
