Steak 'n Shake Blasts Cracker Barrel for Erasing 'Heritage'

The controversy around Cracker Barrel's new logo continues, with another restaurant chain now weighing in. "Sometimes, people want to change things just to put their own personality on things," Midwestern burger behemoth Steak 'n Shake wrote on its X feed on Thursday, defiantly showing a photo of the former Cracker Barrel logo, which featured an older man with his arm draped over a barrel, per Business Insider. "At CB, their goal is to just delete the personality altogether. Hence, the elimination of the 'old-timer' from the signage."

The company then went on to say: "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. ... We will never market ourselves away from our past in a cheap effort to gain the approval of trend seekers." Fox Business notes that Steak 'n Shake had also replied to a post by Trump adviser Alex Bruesewitz, who called the Cracker Barrel logo change "the destruction of a great American brand." "This is what happens when you have a board that does not respect their historical customers or their brand," Steak 'n Shake noted, reminding customers that they have fries cooked in tallow waiting, and that they can "now pay with Bitcoin" at their establishment.