Cracker Barrel Old Country Store, Inc. has strategically downsized its subsidiary, Maple Street Biscuit Company, by closing 14 underperforming locations. This action, revealed during Cracker Barrel’s recent earnings call and confirmed to FOX Business, signals a reassessment of the parent company’s casual dining portfolio and highlights the difficulties in expanding niche restaurant concepts. Although the full fiscal year 2026 was initially mentioned for these closures, the company has confirmed they have already occurred.
The decision to close these Maple Street outlets reflects a wider industry trend where market saturation and changing consumer tastes require flexible operational changes. Cracker Barrel acquired Maple Street Biscuit Company in October 2019 for $36 million, seeking to diversify its brand portfolio. Despite the closures, more than 50 Maple Street locations remain open, indicating that the brand itself is not being discontinued but rather refined to improve financial results.
This operational adjustment by Cracker Barrel follows recent scrutiny after a significant brand misstep. The company faced substantial customer backlash for attempting to rebrand its core stores with a modernized look and logo, a move that proved unpopular. This effort to shift away from its established “Americana” image backfired, leading to a quick reversal and a renewed emphasis on the nostalgic elements that have long defined the Cracker Barrel experience.
During the recent earnings call, CEO Julie Felss Masino admitted that Cracker Barrel had underestimated the deep emotional connection customers have with the brand’s traditional imagery. The company has since brought back its original “Old Timer” logo and is actively refocusing its marketing to highlight heritage and nostalgia. This shift includes redesigning the interiors of four modernized test stores to match traditional décor, suggesting a strategic move away from the minimalist renovation.
The financial impact of the branding controversy is apparent, with Cracker Barrel reporting a 2.9% revenue decrease in its latest fiscal quarter compared to the previous year. Additionally, customer traffic has fallen by 8% since the introduction of a simplified, text-only logo in August, reflecting the brand’s temporary departure from its celebrated Southern charm and hospitality. Current market sentiment for Cracker Barrel is mirrored in its stock performance, with the ticker CBRL trading at $43.80, showing a slight decrease of $0.01 or 0.02%.
Jonathan Reed received his MA in Journalism from Columbia University and has reported on corporate governance and leadership for major business magazines. His coverage focuses on executive decision-making, startup innovation, and the evolving role of technology in driving business growth.