Cracker Barrel has quietly completed the closure of 14 locations of its Maple Street Biscuit Company chain. While a straightforward explanation has been offered for the shutdowns, the timing raises serious questions among fans and industry watchers, as the company has spent the last year grappling with a firestorm of corporate missteps. Were these biscuit chain shutdowns truly just a routine business decision, or does the real story behind Cracker Barrel’s forced closures signal a much deeper, more troubling crisis within the iconic brand?
Cracker Barrel admits 14 Maple Street closures came earlier than expected
During its September 17 earnings call, Cracker Barrel indicated that 14 of its restaurants would be affected by closures in fiscal 2026. But just a week later, the company confirmed to FOX Business that those Maple Street Biscuit Company locations had already been shuttered.
“We are grateful for the loyal guests who supported these 14 locations over the years, and we deeply appreciate our team members for their dedication and commitment to creating memorable experiences,” a Cracker Barrel spokesperson said in a statement.
Maple Street Biscuit Company was founded in 2012 in Jacksonville, Florida, by Scott Moore and Gus Evans with the goal of creating a community-focused restaurant serving comfort food with a modern twist. Known for its hearty biscuit sandwiches, Southern-style breakfast dishes, and emphasis on hospitality, the brand quickly grew a loyal following. Within just a few years, Maple Street expanded across the Southeast, building a reputation for its welcoming atmosphere and scratch-made meals that combined tradition with innovation.
This successful growth trajectory caught the attention of Cracker Barrel, which was looking to significantly accelerate its presence in the attractive fast-casual dining segment. Cracker Barrel officially acquired Maple Street Biscuit Company on October 11, 2019, in an all-cash transaction valued at $36 million.
The acquisition was highly strategic for Cracker Barrel, which had previously launched its own small biscuit concept called Holler & Dash. Following the deal, Cracker Barrel converted all seven Holler & Dash locations into Maple Street restaurants, effectively folding its own concept into the newly acquired brand.
Despite the recent batch of closures, Cracker Barrel pointed out that more than 50 Maple Street Biscuit Company restaurants remain in operation across the United States.
Maple Street shutdowns highlight Cracker Barrel’s ongoing struggles
Could the recent closures be tied to the challenges Cracker Barrel has been grappling with this year? The timing is notable: the shuttered Maple Street Biscuit Company locations were announced just as the brand continues to navigate the fallout from a marketing controversy. Earlier in the year, Cracker Barrel unveiled plans to refresh its logo and modernize store interiors, only to quickly reverse course after facing strong backlash from loyal customers. At the same time, rival chain Steak ’n Shake has launched a proxy fight aimed at reshaping Cracker Barrel’s leadership, including a push to replace CEO Julie Felss Masino.
During the last earnings call, Masino admitted that the company misjudged how deeply guests value its traditional image. “We want longtime fans and new guests to experience the full story of the people, places, and food that make Cracker Barrel so special,” Masino said. “That’s why our team pivoted quickly to switch back to our ‘Old Timer’ logo and has already begun executing new marketing, advertising and social media initiatives leaning into Uncle Herschel and the nostalgia around the brand.”
She added that the four test stores outfitted with a sleek, minimalist design have already begun transitioning back to the chain’s hallmark Americana décor. Out of Cracker Barrel’s 660 locations, only those four had introduced the modernized look. The company had rolled out its redesigned logo on August 19, stripping away the iconic image of the old man resting against a barrel — a fixture of the chain’s Southern charm for over 50 years — but scrapped the change within a week.
Despite the reversal, the damage was evident. Cracker Barrel reported a 2.9% year-over-year revenue decline in its most recent quarter, alongside an 8% drop in traffic since the ill-fated logo update.
Source: FOX Business