Cracker Barrel closes 14 Maple Street Biscuit locations after earnings miss

Cracker Barrel said in its earnings call last week that 14 Maple Street Biscuit Company locations would be closed during fiscal 2026, and those sites have already been shuttered. The move comes as the Cracker Barrel-backed fast-casual concept contends with a earnings miss that prompted the planned closures.

Cracker Barrel acquired Maple Street Biscuit Company in October 2019 for $36 million. Even after the closures, Cracker Barrel said there are still more than 50 Maple Street stores operating across the portfolio.

The closures come as Cracker Barrel confronts fallout from a broader marketing misstep that included plans to overhaul logo and interior design. The company rolled out a redesigned logo in August that removed the image of an old man leaning against a wooden barrel, a symbol tied to its Southern charm, and later reversed the move within days. Revenue declined 2.9% in the latest quarter versus a year earlier, and overall traffic has fallen about 8% since the August rollout of the simplified, text-only branding.

Management has acknowledged that the company underestimated customers’ attachment to nostalgic imagery and has begun pivoting back toward traditional branding. Executives have signaled a broader marketing push emphasizing the brand’s story and heritage, including the return of the Old Timer logo and related advertising and social media initiatives.

In tandem with branding reversals, Cracker Barrel has started reversing some store-design changes. Four modernized test stores have been converted back to traditional interiors, and four of Cracker Barrel’s roughly 660 restaurants had previously shifted to the minimalist design—an effort that was rolled back as part of the branding pivot.

The closings unfold as a broader corporate contest intensifies, with rival Steak ’n Shake leading a proxy battle to overhaul Cracker Barrel’s leadership, including CEO Julie Felss Masino. The campaign underscores pressure from investors as the company navigates branding, customer sentiment, and moderating foot traffic.

Despite the closures, Maple Street Biscuit Company remains a defined part of Cracker Barrel’s portfolio, with more than 50 stores still operating. The company’s action against underperforming units reflects a broader tilt toward efficiency and brand alignment as it pursues growth in a competitive dining landscape.