Cracker Barrel simplified its logo by removing an image of a man in overalls and leaving only the brand name. Steak 'n Shake criticized the redesign as an attempt to "delete the personality altogether" by removing the "'old-timer'" from signage and said heritage built the brand's success. Steak 'n Shake emphasized pride in history, families, and American values and rejected marketing away from the past to please trend seekers. Steak 'n Shake's website shows a more modern, minimalist logo that references "bitcoin" and "beef tallow fries." Cracker Barrel described the redesign as the fifth evolution, anchored to its iconic barrel shape and word mark.
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.
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