Cracker Barrel to make significant changes in the coming year – CEO says ‘We’re just not as relevant’
Next time you walk into a Cracker Barrel, you might notice things looking and tasting a bit different. Cracker Barrel’s new CEO, Julie Felss Masino, recently talked about the changes coming to the 55-year-old restaurant chain. “We’re just not as relevant as we once were,” she admitted during a conference call, signaling big updates ahead.
To freshen up the brand, Masino explained that the company has been experimenting with nearly two dozen new menu items. These new dishes are part of an effort to make the restaurant “more relevant to guests.”
In 10 locations, the chain has been testing new items like green chili cornbread and banana pudding. Based on customer feedback, they’ve decided which dishes will roll out to the majority of their 660 restaurants. Exciting new additions include hashbrown casserole shepherd’s pie, premium savory chicken and rice, and slow-braised pot roast, all set to hit the menu later this year.
There are also going to be changes in pricing. Depending on where you live, this could be either good or bad news. “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,” Masino said.
But don’t worry, Masino assured everyone that adjusting prices doesn’t just mean raising them. “In several places, it may actually mean taking the opposite approach. We understand the lower-end consumer is challenged, and value is and will remain an important part of the brand. We will work vigorously to protect it,” she emphasized.
Customers can also expect changes in the overall dining experience. Masino revealed plans for a remodel that includes a new color palette, updated lighting, more comfortable seating, and simplified decor and fixtures.
Additionally, Cracker Barrel plans to open several new, smaller locations in fall 2025. “Historically, Cracker Barrel has made limited changes to our design aesthetic, and we’ve probably relied a little too much on what was perceived to be the timeless nature of our concept,” Masino said.
So, what do you think about these upcoming changes at Cracker Barrel? Is it time for a refresh, or should things stay the same?
Share your thoughts with us in the Comments below!
