Steak ‘n Shake has fired back at Cracker Barrel, accusing the company of eliminating its heritage with its new, controversial logo.

Restaurant chain accused of going ‘woke’ and ‘scrapping a beloved American aesthetic’ by simplifying branding to remove folksy southern character from its signage

Try telling that to the stockholders. Right after the logo change announcement was made, Cracker Barrel’s stock saw a nasty 14% drop, something to the tune of $100 million in value. It’s since recovered a bit (buy the dip, right?), but still has a 9.9% drop over the past five days.

Retail restaurant chain that boasts a Southern theme, where patrons can enjoy homestyle food in an old country store atmosphere.