Cracker Barrel

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Cracker Barrel

Cracker Barrel is a nationwide restaurant chain with locations in 45 states. It has employed Havas Chicago as it's advertising and marketing agency of record. One of their television commercials created in 2019 celebrated Cracker Barrels 50th anniversary.

Cracker Barrel — General Information

  • Cracker Barrel has its headquarters in Lebanon, Tennessee.
  • The leadership team includes President Sandra Cochrane, Senior Vice President Doug Couvillion, Senior Vice President Laura Daily, and Senior Vice President/Chief Financial Officer Jill Golder.
  • Don Hoffman is the chief marketing officer for Cracker Barrel. He is also the senior vice president for marketing.

Cracker Barrel — Locations

  • Located in 655 locations over 45 states, Cracker Barrel employees more than 73,000 staff.

Cracker Barrel — Financial Information

  • Over the fourth quarter of 2018, Cracker Barrel had revenue of $810.9 million. This represented a growth of 9.1% from the 2017 fourth quarter.
  • For the 2018 year, Cracker Barrel reported revenue of $3.0 billion. This was an increase of 3.6% from 2017.
  • As a public company, Cracker Barrel trades on the NASDAQ under the symbol CBRL

Cracker Barrel — Marketing

Recent Creative Examples

  • Early in 2019, Havas Chicago created the "Southern Bowls" television advertisement to promote the new southern flavored menu that was available for a limited time.
  • In 2019 a "Homestyle Favorites" television advertisement was created by Havas Chicago to promote 50 years of homestyle favorites.
  • The "Every Little Thing: The Hat" television commercial is another example of Havas Chicago's creative work. It aired in late 2017, and was used to promote weekday lunches.
  • The "50 Years" television commercial created by Havas aired in 2019, to celebrate Cracker Barrel making guests "feel right at home for 50 years."
  • To celebrate old customer favorites like Sunday Homestyle Chicken, Havas created the "One to Remember" television commercial in 2019.
  • "Warm Feelings of Home" was a 2018 television commercial created by Havas for the 2019 holiday season.

Research Strategy

By searching a range of marketing and advertising articles, we were able to identify Havas Chicago as the agency of record for Cracker Barrel. Having located the agency of record, we reviewed the television advertisements the agency has created in the last 24 months for Cracker Barrel. We have provided six examples of their creatives. These examples all aired in the last two years. We have incorporated the previous research into this research.
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Cracker Barrel - Competitors

Five true competitors Cracker Barrel include Texas Roadhouse, Wendys Co, Shake Shack Inc., Denny's Corporation, and the Cheesecake Factory.

Texas Roadhouse

Wendys Co

Shake Shack Inc

Denny's Corporation

The Cheesecake Factory

Research Strategy

To identify actual competitors to Cracker Barrel, we analyzed the company's website in order to understand the services and areas of operation of the company after which, we leveraged a list of competitors of Cracker Barrel provided by business directory experts such as Crunchbase, Craft and Hoovers, and other trusted financial valuation sources such as CNN Business and Comparably. Next, we scoured through the websites of the companies identified as competitors in search of those who offer similar services as Cracker Barrel.
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Cracker Barrel - Competitors: The Findings Part One

Texas Roadhouse Inc is located in Louisville, KY with 64,900 employees and a 2018 revenue of $2.5 billion. Wendys Co 2018 revenue is $1.6 billion, and the company has 12,500 employees.

Texas Roadhouse Inc

  • Texas Roadhouse Inc revenue for 2018 was $2.5 billion.
  • The company has about 64,900 employees and operates 563 locations in 49 U.S. states and other countries of the globe such as Kuwait, Bahrain, Saudi Arabia, the United Arab Emirates, Qatar, Mexico, the Philippines, and Taiwan.

Company Description

Competitive Advantage

  • Texas Roadhouse can ward off competitors by innovating new products and services. This helps them land new customers while consolidating the positioning of an older customer.
  • The company invests massively in research & development to remain on top and define the business terms of the industry.
  • Texas Roadhouse has a robust, efficient, and multiple supply chain who largely depend on them for bulk purchase thereby helping them remain dynamic in times of price instability.
  • Texas Roadhouse has remained service oriented instead of focusing on the product, and they request feedback from customers to help them optimize their services to them.
  • The company draws a large pull of customers, thereby streamlining its sales and production activities.

Weaknesses

Wendys Co

Company Description

Competitive Advantage

Weaknesses

Shake Shack Inc

  • Shake Shack's revenue for 2018 was $459.3 million.
  • The company has about 6,100 employees and operates 79 locations in 31 U.S. states and 86 locations in 15 other countries, including China, Qatar, the United Kingdom, and others.

Company Description

Competitive Advantage

Weaknesses

  • The company's weaknesses include low profitability ratio and percentage net contribution, low commitment in R&D compared to industry leaders, gaps in the product range by the company, high day inventory, and a significant workforce attrition rate.
  • Shake Shack Inc lacks well-structured financial planning.

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Cracker Barrel - Competitors: The Findings Part Two

Cracker Barrel is located in Lebanon, TN, with 73,000 employees and a 2018 revenue of $3.1 billion. Denny's Corporation 2018 revenue is $630.2 million, and the company has 9,000 employees.

Cracker Barrel

  • Cracker Barrel Inc revenue for 2018 was $3.1 billion.
  • The company has about 73,000 employees and operates 645 locations in 44 U.S. states.

Company Description

Competitive Advantage

Weaknesses

Denny's Corporation

Company Description

Competitive Advantage

Weaknesses

The Cheesecake Factory

Company Description

Competitive Advantage

Weaknesses


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Cracker Barrel - Media Scan

Recent news about Cracker Barrel primarily centers on the closing and opening of new retail spaces, support for the U.S. military, and acquisitions made by the company. Cracker Barrel recently donated $10,000 to the Armed Services YMCA branches in support of healthy food distribution, emergency food assistance programs, and nutrition education. An outline of some interesting news about the company within the past 24 months is provided below.

1. October 23, 2019: Targeting a Younger Audience

2. August 9, 2019: Spending to Regain Ownership

  • A link to the article is here.
  • Caption: Cracker Barrel invests $120,000 to get back the original store according to terms, but who sold it?
  • Cracker Barrel spent about $120,000 in logistics cost for its Wilson County store with plans to channel the materials to other Cracker Barrel sites still under construction.

3. July 23, 2019: Acquisition of Shares

4. April 17, 2019: Donation to Military Families

5. January 14, 2019: Election of a New Board Member

6. December 11, 2018: Launching of Licensed Home Goods

7. February 2, 2018: Retail Opening in Victorville, California

8. March 20, 2018: The Opening of Belton, Missouri Restaurant

9. May 23, 2018: Honoring Military Expectant Mothers

10. December 3, 2018: Closing of Kalamazoo-Area Store

11. October 1, 2019: Support Grant for Armed Service Members

Sources
Sources