Cracker Barrel Responds To Steak ‘n Shake Social Media Posts Following Controversy

Cracker Barrel and Steak ‘n Shake are caught in a growing public feud that’s drawing national attention — and raising questions about leadership, loyalty, and the future of two iconic American brands.

The controversy began with a social media jab from Steak ‘n Shake criticizing Cracker Barrel’s recent rebranding. The message targeted the company’s new logo, which removed the long-standing image of the “Old Timer” — a bearded man leaning on a barrel — a move that sparked intense backlash from longtime fans.

But this wasn’t just a matter of branding. Behind the public comments is a long-running power struggle between Cracker Barrel and one of its largest shareholders, Sardar Biglari — the current head of Steak ‘n Shake and CEO of Biglari Holdings. Biglari has clashed with Cracker Barrel leadership for over a decade, repeatedly launching proxy battles to try to gain control or influence over the company’s board.

In total, Biglari has initiated seven proxy solicitations against Cracker Barrel in 14 years. He’s sought to install his own nominees, criticized past CEOs, and spoken out against everything from dividend strategies to marketing decisions. Although most of his efforts were voted down by shareholders, he did succeed in getting one board nominee appointed in 2022 after reaching a short-term agreement with the company.

But that agreement expired last year, and Biglari returned to the fight — this time targeting the company’s strategic plan, its leadership, and the rebranding that changed both its look and its customer experience.

His criticism reached a wider audience when Steak ‘n Shake took to social media with a series of sharp posts. One message read, “Sometimes, people want to change things just to put their own personality on things,” while another accused Cracker Barrel of trying to “delete the personality altogether” by removing the Old Timer from its signage.

Steak ‘n Shake even posted an image of a red hat — similar in style to a MAGA cap — calling for Cracker Barrel’s current CEO, Julie Felss Masino, to be fired.