The famous rocking chairs at Cracker Barrel aren’t getting as much use these days. The 54-year-old restaurant chain, known for its Southern comfort food and country store charm, is facing serious challenges. In a surprising moment of candor, new CEO Julie Felss Masino recently admitted that the brand is “just not as relevant” as it once was.
The old menu isn’t bringing in new customers
Recent numbers paint a concerning picture. Store visits have dropped significantly, and raising prices hasn’t solved the problem. The restaurant side of the business barely grew by 0.4% in recent months, while the country store section saw sales drop by 4.2%. Many regular customers, especially older ones who formed the backbone of Cracker Barrel’s success, haven’t returned to their pre-pandemic dining habits.
To win back customers, the chain is making bold moves. Twenty menu items are being removed to make way for fresh options. New additions like green chili cornbread and banana pudding aim to attract different tastes while keeping the Southern comfort food spirit alive.
Changes coming to your local Cracker Barrel
If you visit your local Cracker Barrel in the coming months, you might notice some changes. The company is spending $700 million on updates, including new paint colors and modern interior touches. They’re replacing old lattice dividers with bookcases and adding different seating options. Some locations are testing early-bird dinner specials from 4 to 6 PM, Monday through Friday, hoping to attract both seniors and younger families.
The retail section is getting a makeover too. The country store concept, once a major draw, hasn’t been connecting with shoppers like it used to. Sales dropped over 4% in recent months, suggesting that today’s customers aren’t as interested in the traditional mix of candy, toys, and home decor.
Better deals for loyal customers
One bright spot is the company’s new rewards program, which has already signed up 6 million members. Early data shows that members visit 50% more often and spend 10% more when they do. The program offers special discounts and perks, making it worthwhile for regular diners to join.
The company is also trying different pricing strategies in different areas. Some locations will have higher prices, while others will be more budget-friendly, depending on what local customers are willing to pay. This means your local Cracker Barrel might have different prices than one in the next town over.
More staff and faster service
After hearing complaints about slow service, Cracker Barrel is putting more staff on the floor. The goal is to reduce the time between sitting down and getting your food. The company hopes this investment in service will encourage more visits and help justify their slightly higher prices.
Recent improvements in August and September suggest these changes might be working. The company is seeing more customers during its early-bird special hours, and remodeled locations are getting positive feedback.
What this means for your next visit
Regular Cracker Barrel customers can expect to see gradual changes over the next few years. The familiar rocking chairs and checkerboards aren’t going anywhere, but the menu will be different. Early-bird specials might make dinner more affordable, and the rewards program could make regular visits more worthwhile.
For a restaurant chain that built its reputation on consistency and tradition, these changes represent a big gamble. The next few years will show whether Cracker Barrel can find the right balance between keeping what people love about the brand while making enough changes to stay competitive in today’s restaurant world.
