Since its opening in 1969 Cracker Barrel has become not only a household name, but also a restaurant empire. in 2019 Cracker Barrel acquired Maple Street Biscuit Company to add to its brand acquisitions. The chain, beloved for its spicy chicken breakfast sandwiches and flaky, sweet biscuits, had 28 locations (not including five franchise locations) at the time of the purchase. Over the next five years, the company more than doubled that number to 69 for this Southern-inspired breakfast chain.
Unfortunately, there have been signs that Cracker Barrel isn’t doing so well, and one of those signs is the many store closings. This includes the locations of the companies they own, other than the flagship name, including the 14 locations of the Maple Street Biscuit Company, which will close in 2025. in October
Considering Maple Street Biscuit Company has planned four new locations this year, that’s a huge departure from its previous rapid growth. What’s more, the company’s representatives announced that they are not going to expand the brand for some time. It’s by no means one of the biggest changes in Cracker Barrel’s history, but it may still shock fans of the brand. So why exactly is this happening and is there an end in sight?
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Why is Cracker Barrel closing so many locations
Interior photo of Maple Street Biscuit Company with families and empty tables – Carmen K. Sisson/Shutterstock
The brand, which has been featured on Food Network’s Guilty Pleasures and previously received rave reviews, seems confused as to why it was the first to get the ax. No stranger to controversy (such as the uproar over Cracker Barrel’s logo change earlier this year), the parent company doesn’t hesitate to take risks. In fact, that failed attempt at rebranding may be part of what led to the mass closings of Maple Street Biscuit Company eateries.
Cracker Barrel executives have made it clear that their flagship restaurant is their top priority. This means that Cracker Barrel’s other brands and properties are secondary. If the parent company is not doing well, they are spun off. The reaction to Cracker Barrel’s logo change caused a drop in popularity and a loss of customers. 4.4 percent the reduced profit means the company has had to cut some capacity and wants to reduce the number of restaurants that are not under the brand.
Another factor may be the decline in quality noted by some Maple Street Biscuit loyalists. Reddit users and reviewers have pointed out that the company simply hasn’t had the same high-quality offerings since being acquired by Cracker Barrel. As a result, patronage declined. One CEO said the Maple Street Biscuit Company brand was originally bought to help Cracker Barrel survive. So if it doesn’t currently, Maple Street Biscuits is one of the easiest places for Cracker Barrel to right the ship.
What does the future hold for Maple Street Biscuit Company?
Maple Street Biscuit Company sign outside – Carmen K Sisson/Getty Images
in 2025 in November No new closings have been reported for Maple Street Biscuit Company. But that doesn’t mean there won’t be more. CEO Julie Fells told Nation’s Restaurant News, “There’s a lot to love about Maple Street. It’s great food, it’s got a nice weekend business. But right now, we’re really focused on growing Cracker Barrel and bringing it back. Basically, that translates to whether this breakfast chain succeeds or fails is not the ultimate goal. It’s still on the chopping block if it needs to be.”
Meanwhile, Cracker Barrel restaurants themselves are starting to look a lot different than what we’re used to. The old logo may be back, but that doesn’t mean executives have made major changes to the brand. In an effort to keep up with trends and marketing, Cracker Barrel is trying to modernize its locations and menu offerings, but has paused previous remodeling plans after consumers expressed distaste for the idea. Whether or not this gimmick will work for the younger market remains to be seen, but if the reaction to the failed new logo is anything to go by, Maple Street Biscuit Company may want to prepare for even more closures.
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