CASE STUDY
Cracker Barrel
Business Situation:
After a decade in business and growth to 17 “fuel stop” locations, the executive leadership of Cracker Barrel Old Country Store sought a strategic plan to nationalize the concept.
The concept, at that time, was splintered between three distinct offerings: limited menu, limited retail gifts and fuel stop.
Compounding growth challenges was a very narrow concept personality tied to its core geographic footprint.
Strategic Insight:
The concept would need to be transformed both operationally and in brand positioning to break through its narrow geographic corridor and audience perception.
Fuel would be dropped, in favor of an expanded breakfast/lunch/dinner menu and build-out of the retail/crafts shop.
Front porches, complete with handmade rockers, would be added to each location, unifying the restaurant/retail concept with a common façade.
The brand would reflect the transformation through an “Old Country Store” descriptor and “icon of American values” positioning.
The total brand identity would be overhauled, from logo to menu items to retail merchandising to training and operations to store experience/décor package to external brand communications support.
An authentic Old Country Store would be born.
Brand Fluency
Brand: Cracker Barrel Old Country Store
Brand What: Good Country Cookin’
Brand Why: Connecting generations of people to America’s Country Heritage
Brand Promise: Eat. Shop. Relax.
Results:
Our partnership has seen growth from 17 fuel stops in two states to nearly 600 old country stores in 41 states today.
Cracker Barrel has been voted “America’s Best Family Dining” for 18 consecutive years by Restaurants & Institutions magazine.
Today, the brand truly drives all facets of the business, spanning operations, menu development, training and operations, investor relations, marketing, sponsorships, music strategies, merchandising and others.
Campaign:
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