Brand branding clash

Steak 'n Shake criticizes Cracker Barrel on X over a logo redesign, accusing the chain of erasing its heritage to chase trends.

Steak 'n Shake slams Cracker Barrel over controversial new logo change

Steak 'n Shake took to X to attack Cracker Barrel after the chain unveiled a text only logo, ditching the long standing image of a man resting on a barrel. Cracker Barrel says the change anchors the brand in its signature tones while leaning into the barrel motif, but critics argue the move erodes a familiar identity. The clash has spilled into trading floors, with Cracker Barrel stock sliding more than 12 percent after the backlash.

This branding dispute shows how a logo can become a public confrontation. Heritage brands face pressure to modernize, and social media amplifies every decision. Cracker Barrel argues the redesign stays rooted in its colors and iconic barrel idea, while Steak 'n Shake frames it as a retreat from history. The episode underscores a broader risk for companies: quick online reactions can shape investor sentiment and franchisee confidence far more than quiet strategy meetings. If Cracker Barrel can articulate continuity in the new design, the backlash may fade; if not, the brand risks a longer neutral or negative perception cycle.

Highlights

Brand identity lives in the dialogue around it, not just in the symbol.