CRACKER Barrel has confirmed the closure of more than a dozen of its Maple Street Biscuit Company locations.
It marks a decisive break from the company’s earlier plans, when four new Maple Street units were announced previously this year.
A Cracker Barrel sign featuring the old logo[/caption]
The company is now set to close 14 Maple Street Biscuit Company restaurants[/caption]
The news comes after a significant backlash from customers over a $700 million rebrand attempt this summer.
This simplified, modernised logo proved divisive with loyal diners, many of whom favoured the 1977 “Old Timer” logo.
Cracker Barrel later reversed its plans to roll out the revamped logo following the outcry.
But now the company is now set to close 14 Maple Street Biscuit Company restaurants in fiscal year 2026.
It is yet another woe for the brand after they acquired Maple Street for $36 million in 2019.
Cracker Barrel has recorded a $16.2 million impairment charge associated with Maple Street’s low performance, according to TheStreet.
Maple Street had 28 company-owned as well as five franchised locations across seven states at the time of the acquisition.
That number had since been expanded to 68 restaurants, but its growth has now reportedly ground to a halt.
Cracker Barrel CFO Craig Pommells said last year: “We have decided to slow down Maple Street’s unit growth in the short term while they work on improving that business model, and as part of our focus on investing in the Cracker Barrel business.”
Like Cracker Barrel, Maple Street serves Southern comfort food including biscuits and fried chicken.
It also offers a more modern atmosphere than Cracker Barrel, despite retaining a country vibe.
Cracker Barrel’s CEO previously insisted that the restaurant chain is now heading in the right direction.
The company drew national attention for its widely-criticised rebrand attempt.
“We have already taken steps to get back on track,” CEO Julie Felss Masino told investors.
She said the chain wants “longtime fans and new guests to experience the full story of the people, places, and food that makes Cracker Barrel so special”.
“That’s why our team pivoted quickly to switch back to our old-timer logo, and has already begun executing new marketing, advertising, and social media initiatives, leaning into Uncle Herschel, and the nostalgia around the brand with more to come,” she added.
Cracker Barrel Statement
CRACKER Barrel has confirmed its logo will not be changing after coming under heat over the designs. The company has issued a statement.
“We thank our guests for sharing your voices and love for Cracker Barrel,” the note said.
“We said we would listen, and we have. Our new logo is going away and our “Old Timer” will remain.
“At Cracker Barrel, it’s always been – and always will be – about serving up delicious food, warm welcomes, and the kind of country hospitality that feels like family.
“As a proud American institution, our 70,000 hardworking employees look forward to welcoming you to our table soon.”
Source: X
