And for Cracker Barrel, the beloved 56-year-old home cooking restaurant chain, those were fighting words, as defensive as they were misguided. In making the announcement, company CEO Julie Felss Masino said the company is modernizing its restaurants and stores. At the same time, it’s unapologetically grounded in its core values—hard work, patriotism and love of good, scratch-cooked food that’s made with love. The chain’s intent is to update its brand image, but keep the classic campy touches that longtime fans love.
The company previously appeared on “Good Morning America” on August 19, where it discussed its plans to renovate its combination restaurant-and-retail establishments. So it’s really encouraging to see Cracker Barrel moving in this direction. Our southern country stores friends are moving away from their traditional look to a more modern country décor. Along with the bold new logo, the redesign features new patterns, seating, lighting and bookcases in its branches. All the signature features, like the closing stone fireplaces and taxidermy deer heads will be kept to preserve the sense of place people have come to love.
Even as Masino praised the history, he talked about the need to evolve that brand to adapt to modern expectations. “Cracker Barrel needs to feel like the Cracker Barrel for today and for tomorrow,” she stated. In response, the company said it underestimated how poorly it communicated its intentions. They acknowledged, “You’ve shown us that we could’ve done a better job sharing who we are and who we’ll always be.”
Along with the physical changes, Cracker Barrel is making menu changes, too. Favorites such as meatloaf, chicken n’ dumplins, country fried steak and pancakes will remain menu staples. Meantime, the chain is understandably thrilled to roll out a couple of new faves! This strategic product move furthers the company’s new brand mission to “inspire and delight” customers. We’ll dish up huge helpings of well-loved comfort food for affordable prices!
Cracker Barrel said they were thankful, thanking everyone for heartfelt voices like yours. This admission was seen in reaction to all the negative customer feedback they were assuming after redesigning their stores. The company reassured patrons that “the soul of Cracker Barrel’s not changing — the rocking chairs are still there, the fireplace is there, the peg game — all the things that make Cracker Barrel Cracker Barrel.”
Though growing fast, Cracker Barrel is clearly still focused on being itself. It positively embraces the changes it must make to meet a dynamic and ever-changing marketplace head on. The chain has opened on a very cool path to modernization. It’s committed to crafting unforgettable experiences all under the warm welcomes of true country hospitality.
