Cracker Barrel-owned Maple Street Biscuit Company closed 14 locations that underperformed financially. The closures impact stores that fell short of company expectations. Cracker Barrel emphasized that more than 50 Maple Street locations remain open, continuing to serve loyal customers.
Cracker Barrel acquired Maple Street Biscuit Company for $36 million, aiming to expand its footprint in the U.S. casual dining sector. Analysts said the closures highlight the challenges of integrating smaller chains into larger operations while maintaining profitability. The company praised employees at the closed locations for their dedication to service and guest experience.
The closures come amid broader struggles for Cracker Barrel following a controversial rebranding attempt. The company redesigned its logo and tested modernized store interiors, sparking backlash from customers. Rival chains, including Steak ’n Shake, criticized the move and challenged the company’s leadership. CEO Julie Felss Masino acknowledged that the company had underestimated customers’ emotional attachment to its nostalgic branding.
Masino said the company quickly pivoted to restore the classic “Old Timer” logo and Americana décor. Only four of 660 stores had fully implemented the modernized designs, making the reversal manageable. Cracker Barrel also launched new marketing, advertising, and social media initiatives emphasizing its heritage, Southern charm, and Uncle Herschel imagery.
Financially, the rebranding misstep coincided with a revenue decline of 2.9% compared with the previous quarter. Foot traffic fell 8% after the temporary introduction of the simplified, text-only logo. Analysts suggested that customer loyalty and nostalgia significantly influence U.S. restaurants’ performance, especially for long-established chains.
Industry observers noted that closing underperforming Maple Street locations allows Cracker Barrel to refocus on profitable operations. U.S. restaurants face growing competition from fast-casual concepts and changing consumer preferences. By consolidating resources, the company can strengthen its core brand while investing in digital platforms, marketing, and regional growth.
The closures also underscore the broader risks of expansion for U.S. restaurants. Integrating smaller brands requires balancing operational efficiency with maintaining the unique identity that attracts loyal customers. Cracker Barrel’s experience demonstrates the importance of testing changes carefully before rolling them out across multiple locations.
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