Rooted in 55 years of tradition, Cracker
Barrel's rich history paves the way for a new chapter of
growth
LEBANON,
Tenn., March 3, 2025 /PRNewswire/ -- Cracker
Barrel Old Country Store, Inc. ("Cracker Barrel" or
the "Company") (Nasdaq: CBRL) today announced it has appointed
industry-leading agencies to support its brand refresh, an
important milestone in Cracker Barrel's journey to strengthen its
connection with both loyal and new guests. Grounded in a rich
history of country hospitality, the refresh is guided by extensive
guest research and data-driven insights to enhance the Cracker
Barrel experience while preserving the authentic charm that has
made the brand a beloved destination for generations of
families.
"Since 1969, Cracker Barrel has greeted guests with a warm
welcome and craveable food, but as guest expectations evolve, we're
embarking on an exciting journey to refresh our brand," said
Sarah Moore, Cracker Barrel Chief
Marketing Officer. "This is a beloved brand with strong emotional
ties, so it was paramount that we selected the right expertise to
help us define our evolved identity. This collaborative team plays
a key role working with our internal team to craft the next chapter
of our brand story—one that resonates with loyal guests while
welcoming new ones to our table."
The brand refresh, which is currently underway, includes visual
elements, reimagined restaurant spaces, and innovative food and
retail offerings – all while honoring the authentic hospitality and
warmth that keeps guests falling in love with the brand.
The agencies are:
- Prophet, a global strategic and creative growth consultancy, is
partnering with Cracker Barrel to refresh the brand and create
engaging guest and employee experiences. In collaboration with
Cracker Barrel, they are focused on shaping a new brand vision that
will enhance market share while preserving the Company's unique
heritage. This new strategy will inform brand communication,
restaurant redesigns, brand marketing campaigns and a redefined
employee value proposition.
- Viral Nation, the leader in social-first innovation, supports
social media transformation for the brand, scaling reach,
engagement, and ROI with advanced social-first strategies and
proprietary AI-powered technology. The agency will develop
end-to-end social media marketing solutions; curate, launch, and
create innovative, high-volume content to resonate with new,
socially-native audiences while maintaining engagement with Cracker
Barrel's core audience. This partnership will fuel the Company's
growth goals, expanding its digital presence and evolving the
brand's positioning within culture.
- Blue Engine, a leading global strategic and creative
communications firm, supports company storytelling, consumer public
relations, experiential marketing and strategic partnerships. This
team will ensure consistent messaging across all stakeholder groups
and elevate Cracker Barrel's storytelling through earned media,
special events, and innovative partnerships that bring Cracker
Barrel's redefined brand vision to life in new and exciting
ways.
In May 2024, Cracker Barrel
launched a bold strategic transformation to revitalize its iconic
American restaurant brand. This initiative focuses on five key
areas: refreshing the brand identity, optimizing menu, pricing and
preparation, enhancing store execution and the unique retail
experience, expanding digital capabilities, and elevating the
employee experience.
About Cracker Barrel Old Country Store®
Cracker Barrel Old Country Store, Inc. (Nasdaq: CBRL) is on a
mission to bring craveable, delicious homestyle food and unique
retail products to all guests while serving up memorable,
distinctive experiences that make everyone feel welcome.
Established in 1969 in Lebanon,
Tenn., Cracker Barrel and its affiliates operate
approximately 660 company-owned Cracker Barrel Old Country Store®
locations in 43 states and own the fast-casual Maple Street Biscuit
Company. For more information about the company,
visit crackerbarrel.com.
Contact: Media
Relations, Media.Relations@crackerbarrel.com
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SOURCE Cracker Barrel Old Country Store, Inc.
