Cracker Barrel to close 14 Maple Street Biscuit Co. locations after failed rebrand

Cracker Barrel said Friday it will shutter 14 Maple Street Biscuit Company restaurants, the latest signal that the retailer’s rebranding push has yet to translate into sustained growth for its breakfast concept. The closures leave 54 Maple Street locations still in operation.

Maple Street Biscuit Company, founded in Florida 13 years ago, has built its identity around premium breakfast items such as chicken biscuits, lattes and hash bowls featuring upscale ingredients. Cracker Barrel acquired the chain in 2019 for about $36 million when it had 28 locations, and it expanded to 68 at its peak earlier this year. The closures cap a difficult period for Cracker Barrel, which has faced weaker demand for its core offerings and a costly brand overhaul that drew backlash from customers and investors alike.

In its latest earnings update, Cracker Barrel warned that profits will fall next year. The Maple Street closures coincide with a quarterly report showing a $30 million sales decline from June to August versus a year earlier, roughly the equivalent of 2.3 million fewer plates of country fried steak sold. Management projected sales for the next year to fall another four to six percent, underscoring the pressure from the broader rebranding effort and market headwinds facing the chain, which operates about 660 restaurants overall.

The revamp that preceded the results sparked widespread criticism. On Aug. 19, the company unveiled a new logo—the first in 48 years—along with interior renovations that replaced traditional farmhouse-style lattice wood and warmer tones with a brighter, more minimalist aesthetic. Critics argued the changes stripped Cracker Barrel of its character and charm, prompting an online backlash and calls for boycotts. In response, the company signaled it would reverse course on both the logo and the restaurant redesigns as part of an effort to repair the brand.

Investors reacted to the results by sending Cracker Barrel shares lower in after-hours trading, even as the company beat Wall Street earnings expectations. Analysts noted the volatility around the brand’s image, but many cautioned that reputational attention alone is unlikely to move the top line meaningfully in the near term. Industry observers have suggested that the publicity could raise brand visibility, though it may not translate into immediate, material sales gains.

Industry data and consumer sentiment reflect a nuanced view of the branding episode. A YouGov poll cited by observers found that about two-thirds of Americans were aware of the logo change, but only a minority—around 29 percent—reported that the changes made them less likely to dine at Cracker Barrel. The company has emphasized appreciation for Maple Street guests and the teams who operate the locations, while inviting loyal customers to continue enjoying Maple Street at the remaining open outlets.