Cracker Barrel's Maple Street Biscuit Company Closes Alabama Restaurant Amid Rebrand Fallout
A cherished breakfast restaurant operated by Maple Street Biscuit Company, which is owned by Cracker Barrel, has permanently closed its doors in Alabama. This marks the latest in a series of abrupt shutdowns as Cracker Barrel grapples with ongoing financial repercussions from a catastrophic logo rebrand that triggered significant conservative backlash.
Sudden Closure in Homewood
The venue, located in downtown Homewood, Alabama, was unexpectedly shuttered after six years of operation. A sign posted on the door on Monday confirmed the permanent closure, thanking both the dedicated team and the supportive Homewood community. Local CBS affiliate WIAT reported the development, highlighting the restaurant's prime location at the corner of 18th Street and 28th Avenue.
This closure follows a broader pattern of Maple Street Biscuit Company locations being affected. Last September, Cracker Barrel confirmed that 14 Maple Street restaurants would be closed during fiscal 2026, as reported by Fox Business. A company spokesperson expressed gratitude for the patronage and team members at those locations, noting that the Homewood shutdown represents an additional closure beyond those previously announced.
Maple Street Biscuit Company's Rise and Acquisition
Maple Street Biscuit Company, founded in 2012 in Jacksonville, Florida, by Gus Evans and Scott Moore, quickly gained popularity for its comfort food with a modern twist. The chain is renowned for its flaky biscuits, fried chicken, and house-made sauces, with signature dishes like 'The Squawking Goat'—featuring hand-breaded fried chicken breast, a fried goat cheese medallion, and pepper jelly—even appearing on Food Network's 'Guilty Pleasures.'
Its rapid expansion caught the attention of Cracker Barrel, a highly popular southern-themed restaurant chain, which acquired Maple Street in October 2019 for $36 million. The chain continued to grow, announcing expansion into Ohio in 2023, making it the tenth state of operations.
Logo Rebrand Sparks Financial Turmoil
However, Cracker Barrel faced severe financial headwinds in August following a disastrous decision to revamp and simplify its longstanding logo. The redesign inadvertently became a culture war flashpoint, with influencers and MAGA Republicans branding the move as 'woke' after the company decided to ditch Uncle Herschel from the logo. Thousands of online memes criticized the new look, leading to extreme backlash.
The company's CEO admitted feeling as though she had been 'fired by America' due to the intense reaction. Financially, the rebrand caused Cracker Barrel to lose $94 million in a single day, with its stock price plunging to $54.50—a drop of 7.15 percent, though it had rebounded from a 15 percent decline earlier that day.
Political and Corporate Response
Even former President Donald Trump weighed in, urging Cracker Barrel to revert to the old logo and acknowledge the mistake based on customer feedback. In response, Cracker Barrel reversed its rebrand plans, confirming that stores would retain their iconic country theme.
When announcing the closure of 14 Maple Street stores a month later, the company cited financial underperformance, simply stating they 'fell short of its financial expectations.' Despite these closures, dozens of Maple Street locations remain open across ten states, including Florida, Texas, Alabama, Georgia, Tennessee, South Carolina, North Carolina, Virginia, Kentucky, and Ohio.
