MURFREESBORO, Tenn. (WGNS) - Big changes are coming to a popular Rutherford County breakfast spot. Cracker Barrel is officially parting ways with the Maple Street Biscuit Company, setting up the Murfreesboro location to rebrand as a Biscuit Belly restaurant.
Biscuit Belly acquired the fast-casual chain following Cracker Barrel's decision to sell off the brand. Conversion work on the Murfreesboro store will wrap up in the fourth quarter of 2026. Other Tennessee locations in Chattanooga, Johnson City, and Knoxville will make the transition between 2027 and 2028. Stores across Kentucky, Ohio, Virginia, Florida, Georgia, Texas, Alabama, and South Carolina will also convert through 2028.
Cracker Barrel originally bought Maple Street Biscuit Company for $36 million in cash back in 2019. The chain opened its first location in 2012 and expanded to over 30 locations across 10 states. Cracker Barrel leadership decided to sell the brand alongside a sale-leaseback of 26 company-owned Cracker Barrel stores, raising about $77 million in net proceeds to pay down debt.
Cracker Barrel President and CEO Julie Masino said divesting Maple Street sharpens focus on the core Cracker Barrel brand and will improve profitability.
Biscuit Belly co-founder and CEO Chad Coulter said acquiring the brand was not on his 2026 bingo card, but the deal will help push the chain from 15 current locations to over 60 by the end of 2028. Company officials plan to keep the welcoming culture and local community connections while introducing a signature menu and modern, colorful interiors.
The restaurant shift comes alongside major executive changes at Cracker Barrel. Masino will step down as CEO in early August. Former Bloomin’ Brands CEO David Deno will replace her, while Masino remains with the company through early October to help with the transition.
