Cracker Barrel Makes a Host of Changes to Try and Gain Relevancy

These changes include some updates to the menu and a $700 million renovation of the chain’s restaurants.

Masino has implied however that may be a relic of times gone by as she feels the brand has “lost some of its shine.”

Masino stated on a conference call on May 16 that “Cracker Barrel has historically made limited changes to our design aesthetic, and we’ve probably relied a little bit too much on what was perceived to be the timeless nature of our concept.”

The chain isn’t the only one to move towards a sleeker, more improved style lately; in the fast-casual industry, Mcdonald’s, Wendy’s, and Taco Bell are all among the key figures that have moved towards a more cohesive, albeit plainer, new layout.

Thus, while Masino is anxious to appeal to new customers to reclaim some of Cracker Barrel’s corner of the market, there’s concern about whether or not the chain’s ongoing patrons will also embrace the new Cracker Barrel.

However, some of the chain’s previous efforts to capture a new audience — even minor ones — haven’t always been met well by its primary audience. 

The simple Facebook post read: “Discover new meat frontiers. Experience the out of this world flavor of Impossible™ Sausage Made From Plants next time you Build Your Own Breakfast.”

Others were more scathing in their review as they saw it as a sign that Cracker Barrel had gone “woke” according to some commentators: “We don’t eat in an old small town shop for woke burgers.”

Research suggests that conservatives are put off by plant-based products. This might explain the negative reaction from fans of the Tennessee-based restaurant and gift shop chain when meatless sausages were touted as a new addition to the menu.

Their summer menu, boasting dishes like the “NY Strip Steak n’ Shrimp Combo” and “Golden Carolina BBQ Chicken Tenders” has been far better received.

There are many ways, it appears, to alienate loyal regular customers, particularly when straightforward menu items become a symbol for a continually fraught culture war.

The American lingerie and clothing retailer Victoria’s Secret recently announced it would be ditching its “woke” and feminist campaigns of recent years as it attempted to reverse a trend of plummeting shares.

As per their report “revenue for its most recent quarter unchanged at $935.4 compared with a year earlier, while its stock has tumbled 40% so far in 2024.”

Much of the brand’s offering, with roadside dining and a collection of knick-knacks at its country stores, seems targeted at older demographics like baby boomers.

However, older people like a good portion of Cracker Barrel’s clientele were more cautious about heading back out. They visited the chain less often, which may have contributed to Cracker Barrel’s financial woes.

While a brand well known for affordability, Cracker Barrel isn’t immune to current economic strains. They’re looking at adjusting menu prices to combat inflation.

Recognizable brands like Chipotle and even McDonald’s have all increased the price of menu items recently amidst rising business costs due to an increased cost of living and minimum wage hikes.

Amidst pretty substantial price rises over the last few years, McDonald’s has reported less food traffic in restaurants and a drop in revenue from lower-income customers in particular. For many, eating at home rather than eating out is a simple matter of affordability.

However, Cracker Barrel has locations in numerous different Markets. Masino recognizes that restaurant locations in these different markets have a range of different average customer incomes, and pricing can be adjusted to meet the needs of different markets.

She clarifies that it doesn’t necessarily translate into simply increasing prices. She says: “In several places, it may actually mean taking the opposite approach. We understand the lower-end consumer is challenged and value is and will remain an important part of the brand and we will work vigorously to protect it”.

Starting at $8.99, customers can buy reduced portions of the brand’s signature comfort country food. Without commenting on them specifically, Masino pointed to these early-bird offerings as a part of the brand’s “overall pricing strategy” in the company’s earnings call.

These more affordable menu options could also attract more cost-conscious younger patrons also. As noted by the Wall Street Journal, people are tending to eat earlier, and “America is becoming a nation of early birds”.

A range of these are standard from one restaurant to another — like the traffic signals placed over the bathroom entryways or the barrels with checkerboards placed in front of the chimneys — some of the items are unique to the local surroundings.

Subsequently, the city’s nearby Cracker Barrel includes a whole wall embellished with things like industrial sock stretchers, darning needles, and sewing machines. 

The bid for Cracker Barrel to capture a new market share after difficulties following the COVID-19 pandemic will need to be done tactfully in order to avoid alienating their more conservative base.