Steak ‘n Shake slams Cracker Barrel CEO for – Business News
Steak ‘n Shake has taken purpose at Cracker Barrel, accusing the Southern country-themed chain of erasing its heritage and id with its controversial new brand.
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 id of the restaurant and present store chain in pursuit of short-term trends.
“Sometimes, people want to change things just to put their own personality on things,” Steak ‘n Shake posted on X on Thursday, together with an image of half of the outdated Cracker Barrel brand.
“At [Cracker Barrel], their goal is to just delete the personality altogether. Hence, the elimination of the ‘old-timer’ from the signage.”
Steak ‘n Shake continued, “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.”
Steak ‘n Shake has fired back at Cracker Barrel CEO Julie Felss Masino, accusing the company of eliminating its heritage with its new, controversial brand. FOX News
The fiery post adopted simply in the future after Steak ‘n Shake referred to as out Cracker Barrel on Wednesday for the emblem change.
Replying to a post from Trump advisor Alex Bruesewitz through which he criticized the chain’s management for the new brand, Steak ‘n Shake accused Cracker Barrel’s board of administrators of not respecting its “historical customers” or “brand.”
“At Steak ‘n Shake, we have gone back to basics,” Steak ‘n Shake posted to X on Wednesday.
The Indianapolis-based burger chain posted on X that Cracker Barrel CEO Julie Felss Masino is stripping away the restaurant’s id. AP
“Our tallow fries are waiting for you. Oh yeah, you can also now pay with Bitcoin!”
Cracker Barrel unveiled its new brand on Tuesday as half of its new branding marketing campaign — eliminating the long-lasting image of a man resting on a barrel in favor of a text-only brand for the primary time since 1977.
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Conservative critics stated the emblem was the company’s “Bud Light” second after receiving intense online backlash, whereas CEO Masino contended the response was “overwhelmingly positive.”
According to a company press release, this new brand continues to be “anchored in Cracker Barrel’s signature gold and brown tones” and “now rooted even more closely to the iconic barrel shape and word mark that started it all.”
The company posted an image of the outdated Cracker Barrel brand with the caption, “Sometimes, people want to change things just to put their own personality on things.” Getty Images
On Thursday, shares of Cracker Barrel (CBRL) dropped more than 12%, the steepest drop since April.
Steak ‘n Shake and Cracker Barrel have been serving prospects for more than 50 years. Steak ‘n Shake was based in 1934 in Normal, Illinois, whereas Cracker Barrel opened its first store in 1969 in Lebanon, Tennessee, based on their web sites.
Steak ‘n Shake and Cracker Barrel did not immediately respond to FOX Business’ request for remark.
