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Cracker Barrel is another chain cooking up a major makeover. The country-fried restaurant chain is investing up to $700 million over the next three years in a bid to win back lapsed customers and attract new ones.
The overhaul comes as Cracker Barrel grapples with a decline in diners, particularly at dinner and a subsequent sales slump. The company acknowledges it’s fallen behind competitors and needs to freshen its brand.
Julie Felss Masino, who took over as CEO of the Tennessee-based company nine months ago, said during a recent investor call, according to CBS News: “We’re just not as relevant as we once were. The goal, simply put, was to freshen things in such a way as to be noticeable and attractive but still feel like Cracker Barrel.”
Coming Changes in $700 Million Plan
- Menu Makeover: Expect to see updates to the classic dishes Cracker Barrel is known for, alongside new offerings like; green chili cornbread, banana pudding and hash brown casserole shepherd’s pie.
- Revamped Restaurants: Brighter colors and a new logo. Dining areas are getting a refresh, with a focus on creating a more modern and inviting atmosphere.
- Enhanced Experience: Cracker Barrel is looking to improve the overall dining experience, from streamlining service to potentially offering digital ordering options.
- Digital Focus: The company is recognizing the importance of the digital world, with plans to ramp up its online presence and explore off-premise dining options like takeout and delivery.
- Happy Employees: Cracker Barrel knows that happy staff translates to happy customers. They are putting emphasis on improving the employee experience as well.
Cracker Barrel assures fans that its core identity – rooted in country comfort and hospitality – won’t be abandoned. Instead, they aim to refine and enhance the brand to resonate with a wider audience.
During a recent earning call, Masino said: “The brand has lost some of its shine.” She described the need to evolve the company and update its colors and overall image while keeping true to its iconic country charm.
She continued: “Some of our recipes and processes haven’t evolved in decades.”
Similarly, Burger King began the first phase of their own overhaul called the Reclaim The Flame plan in 2022. They recently announced another $500 million (on top of $400 million) injection to update over 600 restaurants, streamline digital processes, add kiosks and more.
Cracker Barrel is in the transformation plan for the long-haul with Masino saying it was built with the idea that it would be ongoing “for the next 10 years and beyond.”
