Cracker Barrel

Cracker Barrel Old Country Store, Inc., founded by Dan Evins in 1969 in Lebanon, Tennessee, is a publicly-traded company known for its combination of restaurants and retail stores themed around Southern country culture. Initially created to attract highway travellers and boost gasoline sales, the company soon expanded beyond its original model, focusing on serving Southern comfort food and selling nostalgic goods. By 1981, Cracker Barrel became publicly traded and grew rapidly, with over 600 locations by 2011 and expansion continuing, including its first West Coast stores in 2017.

Cracker Barrel’s menu features traditional Southern dishes and all-day breakfast, while its stores sell items such as toys, CDs, and regional memorabilia. The decor includes local artefacts and themed interiors featuring rocking chairs and antique displays. The company has diversified its services over time, including partnerships with DoorDash for delivery during the COVID-19 pandemic and the addition of alcohol to menus in 2020.

Cracker Barrel's corporate partnerships include collaborations with country musicians and sponsorships, such as the Grand Ole Opry and NASCAR. Its community involvement includes disaster relief efforts and support for veterans and local charities. The company was involved in litigation with Kraft Foods over trademark issues, resulting in the rebranding of Cracker Barrel’s grocery products to "CB Old Country Store". As of 2024, the chain operates over 650 locations across the United States.

Cracker Barrel Original Location

The first original Cracker Barrel opened in Lebanon, Tennessee. Cracker Barrel's original location was on Highway 109 in Lebanon, Tennessee, opening on September 19, 1969, offering traditional Southern food, such as biscuits, grits, and country ham, along with a small retail area selling nostalgic products. The concept was inspired by Evins’ memories of old general stores and was designed to appeal to travellers seeking a familiar, comfortable environment.

Cracker Barrel Old Country Store, Inc. was founded in 1969 by Dan Evins, a Shell Oil representative from Tennessee, who aimed to create a roadside dining experience that would attract highway travellers.

The first original Cracker Barrel opened in Lebanon, Tennessee. Cracker Barrel's original location was on Highway 109 in Lebanon, Tennessee, opening on September 19, 1969. offering traditional Southern food, such as biscuits, grits, and country ham, along with a small retail area selling nostalgic products. The concept was inspired by Evins’ memories of old general stores and was designed to appeal to travellers seeking a familiar, comfortable environment.

In 1970, Evins incorporated Cracker Barrel, and the company began expanding by leasing land near Shell gas stations to build new locations. The restaurants initially included gas pumps, but the 1970s oil crisis led Cracker Barrel to focus solely on its restaurant and retail operations.

In 1981, Cracker Barrel became a publicly traded company, raising funds for expansion across multiple states. By 1987, it had over 50 locations, generating substantial revenue. The company continued to grow rapidly throughout the 1980s and 1990s, reaching a market value of $1 billion by 1992.

During the 1990s, Cracker Barrel introduced several new initiatives, such as testing carry-out-only stores called “Cracker Barrel Old Country Store Corner Market.” However, this concept was eventually discontinued, with the company refocusing on its combined restaurant and retail model.

In 1997, Cracker Barrel also purchased and restored the Mitchell House in Lebanon, Tennessee, as its corporate headquarters, which served in this role until 2013.

Cracker barrel subsidiaries

In addition to its main operations, Cracker Barrel has expanded its brand portfolio. Cracker Barrel subsidiaries include the Maple Street Biscuit Company, which was acquired in 2019, adding another element to its business model and helping to diversify its offerings.

Cracker barrel apparel for employees

Cracker Barrel maintains a consistent theme for its establishments, which extends to employee apparel. Cracker Barrel apparel for employees includes uniforms designed to look neat and professional, helping staff present a warm and welcoming appearance to customers. This attire contributes to the brand's homely and nostalgic environment.

Cracker Barrel challenges and legal Issues

In the 2000s, Cracker Barrel faced significant legal and social challenges. Allegations of racial discrimination led to federal lawsuits and a U.S. Justice Department investigation, culminating in a 2004 settlement where Cracker Barrel agreed to introduce non-discriminatory policies. The company also addressed accusations of anti-LGBTQ practices, gradually adopting more inclusive policies, including adding sexual orientation to its non-discrimination policy in 2002.

Cracker Barrel expansion and modern developments

In 2011, Cracker Barrel expanded beyond its traditional Southeast and Midwest footprint, reaching over 600 locations.

In 2017, the chain opened its first West Coast location in Tualatin, Oregon, followed by another in California in 2018.

The COVID-19 pandemic brought new challenges in 2020, leading Cracker Barrel to partner with DoorDash for food delivery. The company also began offering alcohol in its restaurants after a successful trial, rolling out these changes across over 600 locations. In recent years, Cracker Barrel has faced declining customer retention, with 16% of customers not returning since 2020.

Today, Cracker Barrel operates over 650 locations across 45 states, continuing to offer its signature Southern cuisine and nostalgic retail experience while adjusting its business model to adapt to modern consumer demands and challenges.

Cracker Barrel Mission Statement

Cracker Barrel's mission statement is "Pleasing People." This means they aim to make customers happy by offering good food and friendly service. They focus on creating a welcoming place where everyone feels comfortable and valued. Their goal is to ensure every guest has a positive experience.

Cracker Barrel’s vision is to be a leading provider of genuine hospitality, delivering an experience that combines comfort food and a welcoming atmosphere reminiscent of a traditional Southern general store. The company aims to offer a place where guests feel at home, with quality meals and unique retail offerings that evoke memories and connections. By preserving its heritage while adapting to modern needs, Cracker Barrel seeks to maintain strong customer loyalty and remain a preferred destination for families and travellers. The company also focuses on community engagement and fostering a culture of respect and inclusion for all.

The chain was named “Best Breakfast” in 2010 and 2011 by the Zagat survey. Destinations magazine recognised it as the best chain restaurant and the Outdoor Advertising Association of America awarded it the 2011 OBIE Hall of Fame Award for its longstanding use of outdoor advertising. Cracker Barrel was also chosen as the “Best Family Dining” restaurant in a national “Choice in Chains” poll by Restaurants & Institutions magazine for 19 consecutive years. These accolades reflect its focus on consistent service and traditional dining experiences.

Cracker Barrel Old Country Store, Inc. is known for its combination of restaurant services and retail offerings, both designed to create a welcoming, nostalgic experience for customers. Cracker Barrel apparel for employees includes uniforms designed to look neat and professional, helping staff present a warm and welcoming appearance to customers. The company provides a range of Southern-style meals and unique merchandise that reflects its traditional roots and appeals to a wide customer base.

Restaurant Services
Cracker Barrel's restaurant services focus on traditional Southern cuisine, known for its comfort food that evokes the atmosphere of home-cooked meals. The menu includes breakfast items served all day, which are popular among customers. Key breakfast options include buttermilk pancakes, biscuits with sawmill gravy, scrambled eggs, bacon, and sausage. Another notable breakfast dish is the “Old Timer’s Breakfast,” which includes eggs, grits, and hash brown casserole or fried apples.

The lunch and dinner menu offers a variety of classic dishes such as chicken and dumplings, meatloaf, fried chicken, and catfish. The menu also features hearty country vegetable plates, country ham, roast beef, and Southern-fried shrimp. For lighter fare, salads with chicken or turkey and sandwiches, such as the signature Cracker Barrel Reuben and grilled chicken BLT, are also available. Seasonal menu items may be added to reflect regional tastes and customer preferences.

For dessert, Cracker Barrel provides options like fruit cobblers, pecan pie, and other rotating choices. The restaurants also introduced alcoholic beverages to their menu, starting with beer, wine, and mimosas, in response to changing customer preferences and trials that showed positive feedback.

Retail Store Services
Each Cracker Barrel location includes a retail store that is integrated with the restaurant. The stores offer a range of products that align with the brand’s nostalgic and traditional image. Customers can find old-fashioned toys and games reminiscent of the 1950s and 1960s, such as wooden puzzles, toy cars, and peg solitaire sets. The stores also sell vintage-style home decor items, including kitchen accessories, decorative signs, and rustic furnishings.

The retail section also features various food products, including baking mixes, jams, syrups, and candies that reflect Southern cooking traditions. Branded items such as Cracker Barrel’s pancake and biscuit mixes are popular purchases, allowing customers to recreate the restaurant’s flavours at home. Cookbooks, DVDs of classic television shows, and CDs of country music are also part of the merchandise.

In addition, Cracker Barrel collaborates with country music artists to offer exclusive music collections, which have included albums by Dolly Parton and other well-known performers. These collaborations often come with promotional campaigns and limited-edition items that draw music fans to the stores.

Takeaway and Delivery Services
Cracker Barrel has adapted its services to cater to changing customer needs, including takeaway and delivery options. The company partnered with delivery services such as DoorDash to expand its reach, particularly during the COVID-19 pandemic when many customers preferred dining at home. These services offer the convenience of enjoying Cracker Barrel’s meals outside the restaurant setting.

General Services
The company ensures that its restaurants maintain a consistent theme with a homely environment featuring rocking chairs on the front porch, stone fireplaces, and decor that includes antiques and local memorabilia. The stores offer an interactive experience with games like peg solitaire placed on every table for customers to enjoy while they wait.