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Cracker Barrel Customers Get Patriotic Invitation Amid Rebranding Backlash
Cracker Barrel’s stock continues to crater alongside their overall public approval since their rebranding flop.
But the restaurant chain is now facing another backlash, and this one is aimed directly at their customers.
A rival chain has been busy dropping taunts and scathing rebukes to Cracker Barrel since the ‘woke’ rebranding was announced.
And besides the relentless taunting, 91-year-old Steak ‘n Shake has been attempting to allure Cracker Barrel customers with both appetizing health alternatives…
And gold ole’ fashioned American patriotism!
And some of their tempting invitations have come in the form of HILARIOUS social media posts.
Keep in mind, while Cracker Barrel goes the way of Bud Lite with a top-to-bottom ‘woke’ makeover…
Steak ‘n Shake actually has a photo of DHS Secretary RFK Jr. pinned right at the top of their X account:
Thank you for visiting Steak n Shake Secretary Kennedy! pic.twitter.com/pRu1u37MvW
— Steak ‘n Shake (@SteaknShake) March 11, 2025
He visited one of their locations right after the chain quickly adopted his new MAHA health standards at all their restaurants.
And the Steak ‘n Shake CEO has been busy calling Cracker Barrel out, tempting patrons to come on over where ‘American values’ aren’t neutered and erased.
The first shot across the Cracker Barrel bow came last Wednesday.
Trump adviser Alex Bruesewitz torched Cracker Barrel on X, to which Steak ‘n Shake responded with a tantalizing offer… along with a new payment option if CB customers wanted to come on over:
This is what happens when you have a board that does not respect their historical customers or their brand.
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! https://t.co/F5cBwUBVns
— Steak ‘n Shake (@SteaknShake) August 21, 2025
That set off an avalanche of Steak ‘n Shake posts over the last few days chastising Cracker Barrel — even while the ‘woke’ restaurant chain doubles-down on their rebranding.
The Steak ‘n Shake CEO took Cracker Barrel to task over abandoning their heritage, and promised to never take their brand on that path, according to KDFW, the Fox affiliate out of the Dallas / Ft. Worth area:
Steak ‘n Shake has taken aim at Cracker Barrel, accusing the Southern country-themed chain of erasing its heritage and identity with its controversial new logo.
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 identity of the restaurant and gift store chain in pursuit of short-term trends.
“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.”
The fiery post appeared one day after Steak ‘n Shake called out Cracker Barrel Wednesday for the logo change. Replying to a post from Trump advisor Alex Bruesewitz in which he criticized the chain’s leadership for the new logo, Steak ‘n Shake accused Cracker Barrel’s board of directors of not respecting its “historical customers” or “brand.”
“At Steak ‘n Shake, we have gone back to basics,” Steak ‘n Shake posted to X Wednesday. “Our tallow fries are waiting for you. Oh yeah, you can also now pay with Bitcoin!”
So while Cracker Barrel is offering neutered signage and bowing to the progressive ideology, Steak ‘n Shake is over here with beef tallow and Bitcoin payment options.
One of their initial posts pointed out the removal of the “old timer” (presumably a while male — a shameful thing in and of itself in ‘woke’ culture) from the Cracker Barrel brand:
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
Here’s the full text of that fiery post:
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 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.
At one point, Steak ‘n Shake even reposted a hilarious image from competitor Denny’s.
Behold… two rival chains TEAMING UP to roast Cracker Barrel:
If CB is going to imitate Dennys, then you should just go to Dennys. https://t.co/CFa0UAmMsk
— Steak ‘n Shake (@SteaknShake) August 23, 2025
Multiple Steak ‘n Shake posts have called on the CEO of Cracker Barrel to be fired.
And how else do you fire a ‘woke’ CEO… than by channeling your inner President Trump?
Fire the CEO!
Thank you for your attention to this matter! https://t.co/42VhBM8Sk8
— Steak ‘n Shake (@SteaknShake) August 21, 2025
But Steak ‘n Shake wasn’t done there.
Here’s their take on how the NEXT rebranding should go, from this point:
pic.twitter.com/j9AEWX0nXp
— Steak ‘n Shake (@SteaknShake) August 22, 2025
And here’s some of the interesting backstory.
Is it turns out… Sardar Biglari, the CEO of Steak ‘n Shake, actually owns a ‘stake’ (I’ll see myself out…) in Cracker Barrel.
And has for awhile!
He has been aiming for a spot at the Cracker Barrel table for some time, as reported by The Independent:
Cracker Barrel’s decision to rebrand its historic logo has drawn ire from other companies, including Steak ‘n Shake.
The southern-themed comfort food restaurant chain, based in Lebanon, Tennessee, first opened its doors in 1969 with simple gold branding and its name spelled out in brown lettering, intending to evoke the atmosphere of a friendly wood-frame general store selling dry goods to the pioneers. Then, in 1977, it added the seated figure of a man wearing overalls leaning against a wooden cask alongside the name, in the process creating an icon of folksy Americana that has endured ever since.
Now, the rebrand has removed the leaning figure in a return to the original design, with the company saying the new logo “is now rooted even more closely to the iconic barrel shape and word mark that started it all.”
But not everyone agrees.
Taking aim at Cracker Barrel with a string of posts on X, Indianapolis-based burger chain Steak ‘n Shake wrote: “This is what happens when you have a board that does not respect their historical customers or their brand.
Steak ‘n Shake is a restaurant concept owned and operated by CEO Sardar Biglari. The Independent has learned that Biglari owns shares of Cracker Barrel and has repeatedly, but unsuccessfully, tried to secure a place on the restaurant chain’s board for more than a decade. (Emphasis added.)
That might explain part of Steak ‘n Shake’s ferocity in going so hard after one of their rivals.
There is history between the CEO of Steak ‘n Shake and the Cracker Barrel Board of Directors that is energizing the current taunting!
That definitely adds insight into the push for the board of Cracker Barrel to kick their woke CEO to the curb:
The CEO of CB has managed to do something seemingly impossible: She got Americans on both sides of the political spectrum to agree on something — the new rebrand sucks.
When the Board does not know the brand, like the brand, or respect the brand, they hire the wrong CEO who… https://t.co/QRO5uDDosd
— Steak ‘n Shake (@SteaknShake) August 23, 2025
Here’s the full text of that post, calling for CB board to recognize the error of it’s ways and get a new CEO in order to ‘SAVE CRACKER BARREL’:
The CEO of CB has managed to do something seemingly impossible: She got Americans on both sides of the political spectrum to agree on something — the new rebrand sucks.
When the Board does not know the brand, like the brand, or respect the brand, they hire the wrong CEO who focuses on all the wrong things.
America does not need another bland, soulless, mediocre restaurant chain.
Founded in 1969 amid radical social and technological change — Woodstock, the moon landing — Cracker Barrel was that one place designed to stand still, evoking Americana, authenticity, and wholesomeness.
CB’s foolish moves demand the resignation of the CEO and the board leaders who hired her.
Save Cracker Barrel!
Time after time, these ‘woke’ left turns by enormous American companies have landed once-strong brands in hot water.
And time after time, it has proven almost impossible for those foolish companies to reverse the cultural damage to their brand once the deed is done.
Is it too late for Cracker Barrel to recover?
That’s one question.
But another question is more immediate than that.
Will Cracker Barrel even ATTEMPT to recover from this foolishness, or will they simply continue to double-down and claim things are going just fine?
And will it even matter if they do suddenly get a clue?
Maybe Cracker Barrel CEO Julie Felss Masino should have taken a lesson from Dylan Mulvaney before single-handedly destroying an iconic American restaurant?