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Steak ‘n Shake has joined the fiery debate on Cracker Barrel’s new logo.
The fast food chain, founded in Illinois and headquartered in Indiana, made an X post on Thursday about Cracker Barrel’s new logo. The Tennessee-based Cracker Barrel has simplified its logo to remove the image of a man wearing overalls with an arm on a barrel, leaving just the brand’s name.
Steak ‘n Shake said in the post that Cracker Barrel’s goal with its switch-up was to “delete the personality altogether” by removing 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,” the chain said.
“At Steak n Shake, we take pride in our history, our families, and American values,” the post continued. “We will never market ourselves away from our past in a cheap effort to gain the approval of trend seekers,”
Steak ‘n Shake does have a more modern, minimalist iteration of its country-style logo on its website. Framing the brand’s name in gold are the words “bitcoin” and “beef tallow fries.” These are references to how Steak ‘n Shake uses 100% beef tallow for its fries, and allows customers to pay for their orders via bitcoin.
Steak ‘n Shake’s main logo, which is black and white, says “Famous for Steakburgers” instead.
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In a press release on Tuesday, Cracker Barrel said its new logo is part of its fall creative campaign. It said the new design is the fifth evolution of the brand’s logo since it was founded in 1969, and “is now rooted even more closely to the iconic barrel shape and word mark that started it all.”
Cracker Barrel has been known for its rustic, Southern-style decor. But its CEO, Julie Masino, said last May that the chain is “just not as relevant” as it once was,” and is working on “refreshing snd refining” itself.
Cracker Barrel is going through an evolution and renovating some of its 650 stores. It has also been trialing new menu items.
Representatives for Cracker Barrel and Steak ‘n Shake did not respond to requests for comment from Business Insider.
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