The next time you step into a Cracker Barrel restaurant, things might look and taste a little different.
“We’re just not as relevant as we once were,” Cracker Barrel’s new CEO Julie Felss Masino said during a recent conference call about upcoming changes to the 55-year-old chain.
In order to refresh the brand, Masino mentioned that the company has been testing nearly two dozen new menu items in hopes of making the restaurant “more relevant to guests.”
The chain has been trying out different dishes like green chili cornbread and banana pudding in 10 of its locations. Based on customer feedback, they will decide which items will make their debut at most of the chain’s 660 locations.
Some of the exciting new dishes that customers might find include hashbrown casserole shepherd’s pie, premium savory chicken and rice, and slow-braised pot roast. These are set to be added to Cracker Barrel’s menu later this year.
Changes won’t just be about the food – pricing adjustments are also on the horizon. According to Masino, pricing might change based on the area where the restaurant is located. “We have stores in metro areas with an average annual household income of $55,000 in the same pricing tier as one with $90,000,” she said.
But don’t worry – it’s not just about raising prices. “Optimizing our price points across the menu doesn’t mean just increasing prices,” Masino explained. “In several places, it may actually mean lowering them. Value is crucial to us, and we will work vigorously to maintain it.”
More than just changes to the menu and pricing, the overall dining experience at Cracker Barrel is set for a refreshing overhaul. The chain is planning a remodel with a different color palette, updated lighting, more comfortable seating, and simplified decor and fixtures.
Additionally, Cracker Barrel aims to open several new locations by fall 2025, which will feature a smaller footprint. “Historically, Cracker Barrel has made limited changes to our design aesthetic, and we may have relied a bit too much on the timeless nature of our concept,” Masino reflected.
What do you think about the changes coming to Cracker Barrel? Is it time for a refresh, or should things remain as they are?
We’d love to hear your thoughts!
