2004 Consumers' Choice in Chains | Family Dining: Cracker Barrel Old Country Store

By Staff -- Restaurants & Institutions, 9/1/2004

2004 Consumers’ Choice in Chains
FAMILY DINING > CRACKER BARREL OLD COUNTRY STORE

In the minds of its patrons, Cracker Barrel Old Country Store rocks, and it has nothing to do with the 180,000 rocking chairs sold in its stores last year. The chain has captured the family-dining segment for the 14th straight year, with high scores for food quality and menu variety.

Its sterling reputation comes by word-of-mouth raves from patrons, convenient locations and a focus on a homey guest experience that reflects the Americana-themed décor.

1,200 Average number of guests per day per unit.

“Customers have emotional ties to Cracker Barrel,” says Michael A. Woodhouse, president and CEO. “It reminds them of days when families gathered around the table.” But the chain doesn’t rely solely on nostalgia to deliver success. It uses cutting-edge technology to improve food-handling efficiency and to ensure rapid feedback from customer surveys.

Recent changes at the concept include a new menu design with brighter colors, stronger graphics and easier-to-read type. Seven new $7.99 dinner specials rotate through the week. “Dinner offers us the greatest opportunity to expand,” says Woodhouse, referring to entrées such as pork chops, chicken and rice, and turkey with dressing. The chain’s research suggests that guests order traditional items at breakfast and soup-salad-sandwich basics at lunch due to time pressures. At dinner, though, they’re more open to new experiences.

Increased customer satisfaction and low employee turnover comes from training. The year-old Masters of Cracker Barrel Business Program, designed for general managers who aspire to be district managers, has 45 students and three graduates. Hourly employees can participate in an interactive online training program that provides skills training at each job level.

Headquarters Lebanon, Tenn. CEO Michael Woodhouse Units 507 Check average $7.54 Respondents aware of chain1 73% Respondents who visited in previous 12 months1 28% Guests who would go back2 89% Average loyalty (would go back) for chains in this segment 85% Key region Midwest, South Widest attribute lead Atmosphere (1) Base is all respondents; (2) base is 12-month patrons.

 

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