A surprising feud is heating up between two longtime staples of American comfort food.
Steak ‘n Shake, the classic Midwestern burger chain, has publicly criticized Cracker Barrel this week for what it calls a “destructive” rebranding move. At the center of the tension is Cracker Barrel’s decision to change its well-known logo, removing the image of a man sitting beside a barrel—a symbol the brand has used since 1977.
Steak ‘n Shake took to X (formerly Twitter) on Thursday to voice its disapproval. In a direct message aimed at Cracker Barrel leadership, the chain accused the company of erasing its own identity. The post read, “Sometimes, people want to change things just to put their own personality on things. At Cracker Barrel, their goal is to just delete the personality altogether.”
The post continued, highlighting the removal of what it called the “old-timer” from the logo, a move it said shows a loss of respect for tradition. “Heritage is what got Cracker Barrel this far,” Steak ‘n Shake added. “Now the CEO wants to just scrape it all away.”
Sometimes, people want to change things just to put their own personality on things. At CB, their goal is to just delete the personality altogether. Hence, the elimination of the “old-timer” from the signage. Heritage is what got Cracker Barrel this far, and now the CEO wants to… pic.twitter.com/Aoml8ZOfuT
— Steak ‘n Shake (@SteaknShake) August 21, 2025
That CEO is Julie Felss Masino, who joined Cracker Barrel in 2023. She previously worked at Taco Bell, Mattel, Starbucks, and other big-name brands. Masino says the new logo and ongoing remodeling of restaurants are meant to update the brand and prepare it for the future. But not everyone is buying in.
On Wednesday, Steak ‘n Shake posted another jab in reply to conservative Trump advisor Alex Bruesewitz, who had criticized Cracker Barrel’s rebranding. In that post, Steak ‘n Shake accused Cracker Barrel’s leadership of forgetting its loyal customers. “At Steak ‘n Shake, we have gone back to basics. Our tallow fries are waiting for you. Oh yeah, you can also now pay with Bitcoin!”
WHOA! Steak ‘n Shake just COOKEDDD Cracker Barrel.
Never deleting this app. pic.twitter.com/SE6ydSfeJR
— Jack (@jackunheard) August 21, 2025
WHOA! Steak ‘n Shake just COOKEDDD Cracker Barrel.The criticism didn’t just come from competitors or social media users. On Thursday, Cracker Barrel’s stock price fell by more than 12%, marking its sharpest drop since April. The company has not directly responded to Steak ‘n Shake’s comments, but Masino did speak on the rebranding earlier in the week. She told Good Morning America that the public response to the new logo was “overwhelmingly positive,” and insisted that the company is staying true to its core values.
But some people aren’t convinced.
Across social media, users called the change “a Bud Light moment,” comparing it to other companies accused of pushing away traditional customers in an attempt to modernize. Posts flooded X and Facebook with comments like “This isn’t Cracker Barrel anymore” and “If I wanted minimalist, I’d go to IKEA.”
The company’s press release tried to calm the backlash, saying the redesign still uses the same gold and brown colors and is based on the “barrel shape and word mark that started it all.”
Still, many people aren’t ready to accept the change.
Cracker Barrel has been part of the American dining landscape since 1969, with its country-store vibe, rocking chairs, and classic Southern food. Steak ‘n Shake has an even longer history, opening its first location in 1934 and becoming known for its hand-dipped milkshakes and old-school diner feel.
Now, it seems both brands are navigating how to honor the past while adapting to modern tastes—and they clearly don’t agree on how to do it.
What remains to be seen is whether customers will stick with Cracker Barrel after the logo change, or if more brands will follow Steak ‘n Shake’s lead in pushing back on what some are calling a slow erasure of Americana.
