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." (http://stlouis.citysearch.com/profile/3855636) 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. (http://www.crackerbarrelocs.com/)

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...

Links: Population, 2000 15,982,378 281,421,906
Population, percent change, 1990 to 2000 23.5% 13.1%
Persons under 5 years old, percent, 2000 5.9% 6.8% Persons under 18 years old, percent, 2000 22.8% 25.7%
Persons 65 years old and over, percent, 2000 17.6% 12.4%
White persons, percent, 2000 (a) 78.0% 75.1%
Black or African American persons, percent, 2000 (a) 14.6% 12.3%
American Indian and Alaska Native persons, percent, 2000 (a) 0.3% 0.9%
Asian persons, percent, 2000 (a) 1.7% 3.6%
Native Hawaiian and Other Pacific Islander, percent, 2000 (a) 0.1% 0.1%
Persons reporting some other race, percent, 2000 (a) 3.0% 5.5%
Persons reporting two or more races, percent, 2000 2.4% 2.4%
Female persons, percent, 2000 51.2% 50.9%
Persons of Hispanic or Latino origin, percent, 2000 (b) 16.8% 12.5%
White persons, not of Hispanic/Latino origin, percent, 2000 65.4% 69.1%
High school graduates, persons 25 years and over, 1990 6,616,094 19,524,718
College graduates, persons 25 years and over, 1990 1,624,405 32,310,253
Housing units, 2000 7,302,947 115,904,641
Homeownership rate, 2000 70.1% 66.2%
Households, 2000 6,337,929 105,480,101
Persons per household, 2000 2.46 2.59
Households with persons under 18, percent, 2000 31.3% 36.0%
Median household money income, 1997 model-based estimate $32,877 $37,005
Persons below poverty, percent, 1997 model-based estimate 14.4% 13.3%
Children below poverty, percent, 1997 model-based estimate 21.8% 19.9%
Business QuickFacts Florida USA
Private nonfarm establishments, 1999 424,089 7,008,444
Private nonfarm employment, 1999 5,954,982 110,705,661
Private nonfarm employment, percent change 1990-1999 29.3% 18.4%
Nonemployer establishments, 1998 987,458 15,708,727
Manufacturers shipments, 1997 ($1000) 77,477,510 3,842,061,405
Retail sales, 1997 ($1000) 151,191,241 2,460,886,012
Retail sales per capita, 1997 $10,297 $9,190
Minority-owned firms, percent of total, 1997 22.0% 14.6%
Women-owned firms, percent of total, 1997 25.9% 26.0%
Housing units authorized by building permits, 2000 155,269 1,592,267
Federal funds and grants, 2000 ($1000) 92,776,372 1,623,475,453
Local government employment - full-time equivalent, 1997 543,525 10,227,429
Geography QuickFacts Florida USA
Land area, 2000 (square miles) 53,927 3,537,441
Persons per square mile, 2000 296.4 79.6
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