Cracker Barrel Old Country Store has announced its collaboration with country music singer and songwriter Jordan Davis to promote its latest campaign, which coincides with the release of Davis’ new album, “Learn the Hard Way.” This new partnership is a streaming development that truly highlights Cracker Barrel’s one-of-a-kind mix of restaurant and retail. Furthermore, it makes the brand’s products more appealing to a wider demographic.
In recent weeks, Cracker Barrel has been re-evaluating its ordering and operational tactics. This effort was born out of the increased costs that tariffs have created. As CEO Julie Felss Masino explains, the company will do this by addressing both legs of the stool. She emphasized, “The restaurant side, all of those goods for the most part are sourced here domestically — the food and everything being prepared in the restaurants.” She stressed the need to mitigate the effects of tariffs on retail. Nearly every product in the commercial retail sector is imported so this is probably the most important issue.
Masino expressed confidence in Cracker Barrel’s value proposition, stating, “The average check at Cracker Barrel is about $15, whereas the industry is at $27.” She highlighted the restaurant’s commitment to delivering “great scratch-cooked food, abundant portions” and maintaining the country hospitality for which it is famous.
In recent months, Cracker Barrel has been bringing these new interiors to restaurants at a rapid pace. The new design looks to blend some of these new, modern country elements while keeping the brand’s widely identifiable look and feel. Despite mixed reactions, Masino said that the reaction to the changes has been “overwhelmingly positive.” In a recent on-the-ground meeting with operators down in Florida, Masino discovered that the number one question was regarding remodels. She remembered what folks used to ask her. The number one was, “How do I receive a remodel, when will I receive a remodel, and how do I get on the list?”
Aside from the decor, Cracker Barrel is bringing back a customer favorite breakfast item, Uncle Herschel’s Favorite. Dig into this country favorite loaded with two fresh-cracked eggs, grits and your choice of fried apples or hashbrown casserole. Indulge in an assortment of meats, each served with “all the fixin’s,” like wonderful biscuits and gravy, butter and jam.
Masino attributes it all to the right mix of these elements, which will keep elements that will continue to resonate with customers. She stated, “Cracker Barrel needs to feel like the Cracker Barrel for today and for tomorrow — the things that you love are still there. We need people to choose us, and we want people to choose us.”
Davis’ role in the new campaign is a major vindication of that vision. Masino explained, “He is in our ad and is the voice of it as well.” She added that the campaign highlights what makes Cracker Barrel unique: “It is bigger than just a meal. We have a retail shop; you’re gonna get great country hospitality with our scratch-made food in our restaurants, and that’s really what the campaign celebrates.”
