From its Southern-style consolation meals, like biscuits ‘n’ gravy and nation fried steak, to its country-themed present store with hundreds of Americana trinkets and farmhouse décor, Cracker Barrel has lengthy been the epitome of Southern hospitality and a nostalgic home-away-from-home for many individuals since 1969.
Nonetheless, latest missteps have put the corporate beneath fireplace, forcing it to backpedal on main selections within the face of mounting backlash from loyal clients.
Maple Road Biscuit Firm closures
Cracker Barrel (CBRL) will shut 14 Maple Road Biscuit Firm eating places in fiscal 12 months 2026, marking a pointy setback for the model it acquired in 2019 for $36 million.
Based in 2012, Maple Road is a fast-casual restaurant chain specializing in Southern consolation meals, particularly biscuits and fried hen. Like Cracker Barrel, it has a rustic ambiance however is far more fashionable.
On the time of the deal, Maple Road operated 28 company-owned and 5 franchised places throughout seven states. As of August, that footprint expanded to 68 eating places.
However that fast development has stalled. No new places opened within the fourth quarter of 2025, and two closed. Cracker Barrel additionally recorded a $16.2 million impairment cost tied to Maple Road’s low efficiency, which the corporate disclosed throughout its newest earnings name.
Nonetheless, this wasn’t solely surprising. Final 12 months, Cracker Barrel signaled plans to sluggish enlargement, decreasing its forecast for brand spanking new Maple Road models from 9 to 11 new models by the top of fiscal 2024 to round 8 to 10.
“We have decided to slow down Maple Street’s unit growth in the short term while they work on improving that business model, and as part of our focus on investing in the Cracker Barrel business,” mentioned Cracker Barrel CFO Craig Pommells throughout an earnings name final 12 months.
Cracker Barrel will shut 14 Maple Road Biscuit Firm eating places amid backlash.
Picture supply: Greenberg/Common Photographs Group/Getty Photographs
Cracker Barrel faces backlash
On the similar time, Cracker Barrel has confronted mass criticism for its $700 million transformation plan, revealed in August. This initiative aimed to transform shops and replace the model’s id by redesigning its longtime brand and modernizing its traditional country-style decor.
The restaurant revamp was meant to be examined on 25 to 30 shops in fiscal 2025, buying and selling its conventional Southern décor for a extra fashionable aesthetic.
Within the midst of this, Cracker Barrel additionally revealed a brand new brand with a extra minimalistic look that now not featured the enduring man sitting subsequent to a barrel, Herschel McCartney, the uncle of Cracker Barrel’s founder, Dan Evins.
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However issues did not go as anticipated. These vital adjustments sparked large backlash towards the corporate on social media, with tons of of followers accusing Cracker Barrel of abandoning its Southern roots.
Even U.S. President Donald Trump slammed the corporate on his social media platform, Reality Social, calling for Cracker Barrel to return to its authentic brand, handle the corporate higher than earlier than, and “make Cracker Barrel a winner again.”
Cracker Barrel suffers the results of its actions
The suggestions led Cracker Barrel to make a public assertion promising to reinstate its authentic brand, droop retailer remodels, and start executing new advertising and marketing, promoting, and social media initiatives that align with its heritage.
“The feedback we received from our guests in recent weeks on our brand refresh and store remodels has shown us just how deeply people care about Cracker Barrel. We thank our guests for sharing their voices and love for the brand and telling us when we’ve misstepped,” mentioned Cracker Barrel CEO Julie Felss Masino in a latest earnings name.
Whereas Cracker Barrel’s income elevated 2.2% within the fourth quarter of fiscal 2025, the corporate now predicts a drop in gross sales and a comparable retailer site visitors decline of 4% to 7% for fiscal 2026.
Its inventory has additionally dropped, declining round 27% in a month as of September 20.
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