Cracker Barrel

Topics: Marketing Pages: 14 (3960 words) Published: June 18, 2002
Cracker Barrel Old Country Store

For the last thirty years, Cracker Barrel Old Country Store, Inc. has been offering people on the highways of America an alternative to the fast food pit stop. Their restaurants serves home-style food, has quality gift shops and, most of all, a friendly and accommodating environment all go in to create a welcoming atmosphere. Making the guest comfortable is what makes them different. The waiters and waitresses let you take your time. You are seated and promptly drink orders are taken. They give the customer sufficient time to gaze over the menu. There are peg games on the table to occupy you or your young ones. If it is a game of checkers you wish, there is always a table in the corner ready to play.

The main consumer characteristic that Cracker Barrel Old Country Store sets their standards on is "Pleasing people". (Etzel, Walker, Stanton. 2001 pg. 204) A review of the Cracker Barrel Old Country store states, "This restaurant has a combo of good food, good service, and atmosphere. The gift shop is trendy, and affords one a place to browse. Do your browsing after the meal, for service is fast and efficient. One dines among country antiques that serve as decor. The country plates are a delight, and one must try the daily specials. Don't order dessert if you're not hungry. The blackberry cobbler and lemon icebox pie are superb. This is home cooking with affordable prices and great atmosphere." ( Cracker Barrel stores appeal to both the traveler and the local customer and have consistently been a consumer favorite. Cracker Barrel was ranked as the top family dining chain for the eleventh consecutive year in the 2000 Restaurants & Institutions magazine "Choice in Chains" annual customer survey. It was also named "Best Family Dining" restaurant by Restaurant & Institutions magazine for the tenth consecutive year. The R&I award is based on a national consumer survey that evaluates chains on seven separate attributes: food quality, menu variety, value, service, atmosphere, cleanliness, and convenience. For 2000, Cracker Barrel scored highest among family dining establishments on every one of the attributes.

Cracker Barrel Old Country Store has accomplished the pleasing of people by capturing a bit of the past...back when time seemed to move a bit more slowly, and folks had more time. They have captured a time gone by through their atmosphere, country store, and most of all, through their country cookin'. They would like to think that their country cookin' is reminiscent of those old southern dishes that grandma used to serve. (

Cracker Barrel prides themselves on using recipes and ingredients that are authentic, genuine, and of the highest quality available. They strive to prepare and present these food items to consumers in a way that upholds those authentic traditions of days gone by. The menu offers so many choices. Cracker Barrel tries also to cater to health-conscious concerns that some of their guests have. They have menu items that may help in a selection of lower fat/calorie foods. They also have reasonable prices 5-10 dollars a meal. Credit cards and checks are accepted. The restaurant is wheelchair and handicap accessible.

Cracker Barrel's growth had come close to a stand still. They were not reaching all of their possible target markets. A change was needed and made. Marketing of Cracker Barrel Old Country Store has been done for many years mainly by billboards and radio advertising. This was great for the impulsive meal consumer and loyal customers. Although select TV spots had appeared over the years, the Lebanon, Tenn.-based chain stopped its regional TV spending in 1997. But now, the 381-unit chain has resolved that the no frills, down-home approach it takes to its menu no longer works for its advertising. Three spots debuted on both network and cable channels including The Weather...
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