Cracker Barrel Old Country Store, Inc. (“Cracker Barrel” or the “Company”) (Nasdaq: CBRL) has announced the appointment of top-tier agencies to support its brand refresh initiative, marking a significant step in the Company’s mission to deepen connections with both loyal and new guests. Rooted in its rich legacy of country hospitality, the refresh is informed by extensive guest research and data-driven insights, aiming to enhance the Cracker Barrel experience while preserving the authentic charm that has made it a cherished destination for generations of families.

“Since 1969, Cracker Barrel has welcomed guests with warm hospitality and delicious food. But as guest expectations evolve, we’re excited to embark on this journey to refresh our brand,” said Sarah Moore, Chief Marketing Officer of Cracker Barrel. “This is a beloved brand with deep emotional ties, so it was essential to partner with the right experts to help us define our evolved identity. Together, this collaborative team will work with us to craft the next chapter of our brand story—one that resonates with our loyal guests while inviting new ones to our table.”

The brand refresh, currently in progress, encompasses updated visual elements, reimagined restaurant spaces, and innovative food and retail offerings—all while staying true to the authentic hospitality and warmth that guests have come to love.

Agencies Leading the Refresh:

  1. Prophet: A global strategic and creative growth consultancy, Prophet is collaborating with Cracker Barrel to refresh the brand and create engaging experiences for both guests and employees. The partnership focuses on shaping a new brand vision that enhances market share while honoring the Company’s unique heritage. This strategy will guide brand communication, restaurant redesigns, marketing campaigns, and a redefined employee value proposition.
  2. Viral Nation: As a leader in social-first innovation, Viral Nation is driving Cracker Barrel’s social media transformation. Leveraging advanced social-first strategies and proprietary AI-powered technology, the agency aims to scale reach, engagement, and ROI. Viral Nation will develop end-to-end social media marketing solutions, curate high-volume content, and connect with new, digitally-native audiences while maintaining engagement with Cracker Barrel’s core audience. This partnership supports the Company’s growth goals by expanding its digital presence and evolving its cultural positioning.
  3. Blue Engine: A global strategic and creative communications firm, Blue Engine is enhancing Cracker Barrel’s storytelling through consumer public relations, experiential marketing, and strategic partnerships. The team will ensure consistent messaging across all stakeholder groups and elevate the brand’s narrative through earned media, special events, and innovative collaborations that bring Cracker Barrel’s refreshed vision to life in exciting new ways.

Strategic Transformation Initiative

In May 2024, Cracker Barrel launched a bold strategic transformation to revitalize its iconic American restaurant brand. The initiative focuses on five key areas: refreshing the brand identity, optimizing menu offerings and pricing, enhancing store execution and the unique retail experience, expanding digital capabilities, and elevating the employee experience.

This brand refresh represents a pivotal moment in Cracker Barrel’s journey, ensuring it remains a beloved destination while adapting to the evolving preferences of today’s guests.