I love Cracker Barrel. Does that surprise you at all? It shouldn’t.
As modern as my tastes are in art and culture, I’m a bit of an old soul. I love “down home”and “old-timey” kitschy stuff. I also love eating copious amounts of food that is probably okay if you’re out working in the fields all day, but pretty bad for the rest of us. So Cracker Barrel is right up my street.
Cracker Barrel is often thought of as a restaurant only for senior citizens, and while that is their largest demographic, it’s certainly not an exclusive thing. Many families go to Cracker Barrel for extended family meals. Some go while on vacation just to have a bite somewhere familiar because it brings a feeling of homey-ness, which is a word I’m pretty sure I just invented. You’re welcome.
We regulars go to Cracker Barrel because we want to eat chicken and dumplings, biscuits and gravy, have breakfast at night, and get a mess of okra on the side. We want to wander around the general store looking at products and clothing we don’t need but, ehh, we may pick up something anyway if it’s unique enough, or would make a good last minute Christmas gift. We’d also like a few of those old timey candies and sodas, too, as long as we’re at it. Basically, Cracker Barrel is a vibe that lets us feel connected somewhat to the past (fabricated though that feeling may be), and puts us in touch, ever so slightly, with an idyllic, small town America that, for the majority, no longer exists.
And they’re going to take it away from us.
Yep. Rebranding. Ugh.
It seems that the corporate yahoos over at the CB offices have noticed a bit of a decline in business. That’s pretty much true with restaurants across the board since Covid, of course, but there you are.
According to the brand’s new CEO, the chain “isn’t as relevant” as it once was. Umm…okay. Has Cracker Barrel ever been relevant? Depends on your definition, I suppose, but I would tend to say “no” to that one. Which is okay. It’s not supposed to be hip and relevant. It’s supposed to be kitschy and uncool. That’s why we love it!
The aim, of course, is that the chain will appeal to new customers while continuing to please the current base. Seldom does this work. Sure, there’s usually an uptick in business when the new changes roll out, but that’s mostly due to curiosity. Once the sheen wears off, many businesses find themselves in trouble just like they were in before. Which tends to start the cycle all over again.
It has also been stated that the chain will focus on better tasting items. This is good. However, that generally means that the chain will be simplifying the menu (throwing out your favorites). That could go either way.
Basically, what the company is trying to do is to modernize while still keeping the nostalgia factor. That’s going to be hard. No doubt there will be an overhaul inside the restaurant, probably removing most of the crazy crap on the walls and painting them in a muted shade of beige. They’ll probably try to bring in some sort of technology aspect as well, which could be anything from replacing the waitstaff with tablets for ordering (shudder) to an electronic version of the peg game. No good can come of this.
They’ll probably even redesign the logo. Every other restaurant on the planet has adopted streamlined, soulless logos, so why wouldn’t Cracker Barrel follow suit?

Okay, I know I sound like a grumpy old man here, but, I mean, honestly. Nobody wants this. Other than the guys in the suits, I mean.
Do you wanna turn things around Cracker Barrel? Here’s what we want:
– Better tasting food. It’s not that the food is bad as is, but there is room for improvement on some of your dinner items. Okay, sure, the food is gummable which helps the seniors out, but not everything needs to taste like it was boiled. The menu doesn’t need changing as much as the recipes do, and even then, you don’t need to CHANGE. Just tweak a little. Except for your breakfast items. They rule. All of ’em. Leave them be.
– Lower prices. This is difficult in these times when food is overpriced across the board, I know. Maybe run more specials? Discounted prices for smaller meals? Themed specials, perhaps, like “Okrafest”, or “Dumplin’ Days” maybe? There are lots of possibilities here.
– Better connection with customers. How about some big community outreach programs? Maybe partner up with some local charities to get people in the door to spend money and donate to causes that affect their neighbors and friends. Perhaps this is already done, I don’t know, but if so, I’m not aware of it. So if there is a charitable arm of Cracler Barrel, make some noise about it. Involve yourselves in your customer’s lives, and people will notice.
Now. What we don’t want is the standard, boring, lifeless makeover. We also don’t want these changes to come at the cost of people. Please find a way to avoid the “minimize choice and minimize workforce” system that so many other restaurants have followed in the past. This idea may help the bottom line, but it usually results in longer wait times and grumpy employees. Which leads to grumpy customers. Certainly, this is not the change you are looking for.
Alright, rant over. I’ve complained about this sort of thing before, and no CEOs have listened to me yet (rude!), but I still feel obligated to raise a ruckus.
You’re one of the few consistent, reliable, comfortable, “happy place” restaurants left, Cracker Barrel. Don’t let us down.
Thanks for reading, MonDavers. See you next time.