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2w ago

Cracker Barrel to Close 14 Maple Street Biscuit Locations After Rebrand Backlash

The decision follows a customer revolt over a logo change that coincided with an 8% traffic drop and a pullback to the company’s original branding.

Image
FLORIDA CITY, FLORIDA - AUGUST 27: In an aerial view, a Cracker Barrel sign featuring the old logo hangs on a sign outside of a restaurant on August 27, 2025 in Florida City, Florida. The restaurant unveiled a new logo earlier this week as part of a larger brand refresh, but due to pushback from customers who didn't like the new logo, they announced that they will be keeping the old logo. (Photo by Joe Raedle/Getty Images)

Overview

  • The company disclosed the Maple Street closures in its Sept. 17 earnings materials, with the reductions scheduled for fiscal 2026 and no site list released.
  • Two Maple Street restaurants had already closed in the fourth quarter, and the downsizing will leave just over 50 locations in operation.
  • Cracker Barrel reversed its logo change to the “Old Timer” mark and paused remodels, redirecting capital toward kitchens, menus and guest experience.
  • Store traffic has fallen about 8% since Aug. 19, and management projects a further 7% to 8% decline for the first quarter of fiscal 2026.
  • The company recorded a $16.2 million non-cash impairment primarily tied to low-performing Maple Street stores and now forecasts fiscal 2026 revenue of $3.35 billion to $3.45 billion.