Consumers' Choice in Chains: Leaders of the Pack - Cracker Barrel

Relentless pursuit, laser-like focus and a drive built of desire are integrated into Cracker Barrel’s approach to customer service, an action plan that has helped the chain dominate family dining for 16 years straight. In fact, for as long as family dining has been broken out as an industry segment, Cracker Barrel has led the category.

By Staff -- Restaurants & Institutions, 9/1/2006

Relentless pursuit, laser-like focus and a drive built of desire are integrated into Cracker Barrel’s approach to customer service, an action plan that has helped the chain dominate family dining for 16 years straight. In fact, for as long as family dining has been broken out as an industry segment, Cracker Barrel has led the category.

Creating a friendly, familiar experience for all guests at all locations is no small task, especially given customer bases that can differ significantly from one unit to another. Some of the chain’s locations continue to draw heavily from interstate highway travelers while others have undergone a substantial shift from that more-traditional base to one that skews to local patrons.

Either way, though, guests respond favorably to a welcoming smile, and from Utah to Pennsylvania, Cracker Barrel’s 70,000 employees endeavor to connect with diners. It’s ingrained in them to talk to guests so it “feels like we’re friends when you walk in,” says Michael Woodhouse, chairman of the board, president and chief executive officer.

On the food front, the company appeals with a varied menu of comfort-food items that’s always mixed up with a few new surprises. Underlying all menu decisions is kitchens’ ability to execute. Service speed is important, Woodhouse says, so delivering the best food as quickly as possible without rushing guests is a major priority.

Understanding that technology is a valuable tool to improve operations, the company recently developed a loyalty program to better understand and deliver on consumers’ need for efficiency. Managers have access to reports that show how well a store is performing by day of the week or time of day, according to Doug Barber, senior vice president of operations. Cracker Barrel also is testing display systems in its kitchens to monitor cooking and serving times.

As part of its folksy, down-home image, the chain positions itself as more than a restaurant. Retail stores offer guests a place to stretch their legs during a trip or peruse Cracker Barrel Heritage Music’s collection of exclusive CDs including the Charlie Daniels Band or the latest collection of books on tape. Bringing customers in for new reasons is part of the strategy going forward.