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Cracker Barrel

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Cracker Barrel Old Country Store, Inc.
Company typePublic
IndustryRestaurant, Retail
FoundedSeptember 19, 1969; 57 years ago (1969-09-19) in Lebanon, Tennessee, U.S.
FounderDan Evins, Tommy Lowe
Headquarters
Lebanon
,
United States
Area served
United States (45 states as of 2023)
ProductsSouthern country-style food, retail gift items
Websitecrackerbarrel.com

Cracker Barrel Old Country Store, Inc., commonly known as Cracker Barrel, is a U.S.-based chain combining dining establishments and retail gift shops, all themed around Southern country culture. Headquartered in Lebanon, Tennessee, the company was established in 1969 by Dan Evins and Tommy Lowe. Initially, its outlets were strategically located near highway exits throughout the Southeast and Midwest, but the brand expanded nationwide throughout the 1990s and 2000s. As of August 10, 2023, Cracker Barrel operates 660 locations across 45 states.

The restaurant’s offerings focus on classic Southern fare, and its interior design mimics a traditional general store from earlier times. Each store features a welcoming front porch furnished with wooden rocking chairs, a stone fireplace, and an array of locally inspired decorative items. Cracker Barrel also collaborates with artists in the country music genre and participates in philanthropic efforts, including support for those affected by Hurricane Katrina and assistance to wounded military personnel.

Establishment: 1969–1980

Cracker Barrel was established in 1969 by Dan Evins, who was then working as a representative for Shell Oil. He conceived the idea of combining a restaurant with a retail store primarily to boost gasoline sales.[1] The concept was inspired by the traditional country stores from his youth, and the brand name was selected to evoke a Southern rural atmosphere.[2] The target audience was travelers along highways.[1] The term "Cracker Barrel" derives from barrels of soda crackers that were commonly sold in small-town shops throughout the Southern United States in the early 20th century; these barrels served as informal social hubs where locals gathered to converse, akin to modern-day office water coolers.Cite error: The opening <ref> tag is malformed or has a bad name

The inaugural Cracker Barrel restaurant was constructed near Interstate 40, just outside Lebanon, Tennessee, at the Gallatin Highway 109 exit.[3] It officially opened its doors on September 19, 1969,[4] offering Southern-style dishes such as biscuits, grits, country ham, and turnip greens.[3]

In February 1970, Evins formally incorporated Cracker Barrel,[1] and the company began expanding by opening additional locations. During the early 1970s, the business secured leases for land adjacent to gasoline stations along interstate highways to establish new restaurants.[2] Initially, all these sites included gas pumps; however, following the gas shortages of the mid-to-late 1970s, the company shifted toward constructing restaurants without fuel pumps.[1]

1981–1996

File:CrackerBarrelBurnsvilleMN.jpg
A Cracker Barrel location in Minnesota

In 1981, Cracker Barrel transitioned into a publicly traded company to secure capital for its expansion efforts.[1][3] The company issued over 500,000 shares, generating $10.6 million in proceeds.[2] After the initial public offering, Cracker Barrel experienced an approximate annual growth rate of 20 percent;[5] by 1987, it had expanded to more than 50 restaurants across eight states, with yearly net revenues approaching $81 million.[1] Throughout the 1980s and 1990s, the company maintained steady growth, reaching a market capitalization of $1 billion by 1992.[3][6][7] By 1993, the chain's sales nearly doubled those of any other family dining establishment.[2]

In 1994, Cracker Barrel experimented with a carry-out only concept called Cracker Barrel Old Country Store Corner Market, targeting suburban residential areas.Template:Where[7] Concurrently, the brand entered new geographic markets by opening additional conventional Cracker Barrel outlets, primarily outside the Southern United States, while also piloting menu modifications tailored to regional preferences.[8] These regional menu adaptations included items such as eggs with salsa in Texas and Reuben sandwiches in New York, although the core menu offerings remained consistent across all locations.[6] The company did not close any restaurants until 1995, when it shut down a Memphis, Tennessee location on American Way due to failure to uphold company standards.[9]

1997–2010

File:C Jill Reed - 2174545424.jpg
Mac n' cheese and fried okra, 2007

By September 1997, Cracker Barrel operated 314 restaurants and planned to expand its locations by about 50 annually over the next five years. That same year, the company discontinued its Corner Market division to concentrate exclusively on its restaurant and retail store operations. Ron Magruder, then president, emphasized the chain’s focus on reinforcing its core concept: serving traditional cuisine and offering retail goods in a country store atmosphere complemented by quality service and country music. Between 1997 and 2000, Cracker Barrel grew its combined restaurant and store count to over 420 sites. To manage challenges stemming from this rapid expansion during 2000 and 2001, the company enhanced its hiring procedures and adopted new technologies, including an advanced order-placement system.

In 1997, Cracker Barrel acquired the Mitchell House in Lebanon, Tennessee—a building that had previously served as the elementary dormitory and school for Castle Heights Military Academy, attended by both Dan Evins and his son. After the academy closed in 1986, the property remained vacant until Cracker Barrel invested two million dollars in its restoration. The company then utilized the Mitchell House as its corporate headquarters from 1999 through 2013.

During the 1990s, Cracker Barrel faced criticism for policies perceived as anti-LGBT, which it later reversed following public and shareholder pressure. In the early 2000s, the company was involved in multiple civil rights lawsuits and a U.S. Justice Department inquiry; all matters were ultimately resolved through settlements. Following a trademark infringement lawsuit filed by Kraft Foods in 2013—relating to Kraft’s use of the Cracker Barrel name for its cheese products—Cracker Barrel-branded grocery items have been marketed under the name "CB Old Country Store."

From the late 1990s into the mid-2000s, Cracker Barrel shifted its strategy toward opening new establishments within residential neighborhoods to draw customers from local communities and nearby workplaces. Its first restaurant and gift shop located away from highways debuted in Dothan, Alabama, in 1998. Amid controversies surrounding racial discrimination allegations and policies regarding termination of gay employees during the 2000s, Cracker Barrel initiated various promotional efforts such as a nationwide book drive and a sweepstakes offering prizes including trips to the Country Music Association Awards and rocking chairs. In 2006, the company revamped its marketing approach by updating highway billboards to feature images of menu items rather than solely displaying its logo, aiming to attract new patrons.

2011–present

File:Southern Fried 3951.jpg
Fried chicken alongside a split biscuit, 2024

By the year 2011, Cracker Barrel had established over 600 locations across 42 states.[10][11][12] The company expanded its footprint to the West Coast beginning in 2017 with the inauguration of its first outlet in Tualatin, Oregon.[13] The subsequent year saw the launch of their initial California location in Victorville.[14] In a strategic acquisition during 2019, Cracker Barrel purchased Maple Street Biscuit Company for $36 million in cash.[15]

In response to closures triggered by the Covid-19 pandemic, Cracker Barrel initiated a delivery partnership with DoorDash in 2020—marking its inaugural collaboration with a food delivery platform.[16][17] That same year in September, alcohol was introduced permanently to Cracker Barrel’s menu for the first time. Earlier in the year, a limited trial featuring beer, wine, and mimosas was conducted at approximately one hundred locations; favorable customer feedback prompted an expansion of alcoholic offerings to more than six hundred restaurants.[18][19] During the second quarter of 2023, Cracker Barrel reported revenues totaling $933.9 million; sales from takeout, delivery services, and catering accounted for nearly one-quarter (23%) of this figure.[20] In May of 2024, it was disclosed that approximately sixteen percent of Cracker Barrel’s clientele had not resumed patronage since the year 2020.[21]

For Thanksgiving in the year 2024, Cracker Barrel offered a traditional meal featuring roasted turkey breast accompanied by cornbread dressing and gravy; sides included country green beans and sweet potato casserole topped with pecans as well as cranberry relish. Guests could choose between buttermilk biscuits or corn muffins. The meal also included a refillable beverage and a slice of pumpkin pie. Additionally available were children’s and premium meal options.[22]

Food and gift shop

File:Cracker Barrel - 40469441593.jpg
A Cracker Barrel gift shop, the "Olde country store"

Cracker Barrel, a chain inspired by Southern culture, offers classic Southern comfort cuisine often referred to as traditional country-style fare. Breakfast items are available throughout the day, with separate menus for breakfast and for lunch and dinner. Since its inception, the menu has prominently featured Southern favorites such as biscuits, fried chicken, and catfish; during the 1980s and 1990s, seasonal and regional dishes were incorporated.[1][8]

The accompanying gift shops provide a selection of nostalgic toys reminiscent of the 1950s and 1960s, including toy vehicles, puzzles, and handcrafted wooden items. Additionally, they offer country music CDs, DVDs of vintage television shows, cookbooks, baking mixes, kitchen-themed novelty items, and classic candy and snack brands.[23][24]

Locations, service, and decor

File:PegGame.jpg
A Cracker Barrel guest playing peg solitaire

Throughout much of its early development, Cracker Barrel strategically positioned its restaurants near the Interstate Highway System,[1] a practice that continues as most locations remain situated close to interstate or other major highways.[25][26][27]

Each establishment is designed to evoke the atmosphere of a classic Southern U.S. general store. Authentic period artifacts decorate the interiors,[3] featuring everyday items from the early 20th century onward.[28] The exterior typically includes a porch lined with wooden rocking chairs. Inside, five signature decorative elements are consistently displayed: a shotgun, cookstove, deer head mount, telephone, and traffic light. Every dining table is equipped with a wooden peg solitaire game.[29][30]Cite error: The opening <ref> tag is malformed or has a bad name

Local history is also reflected in the decor through antique household tools, vintage calendars and posters, as well as old photographs.[26] This tradition began with the original location in Lebanon, Tennessee, which was decorated by antique dealers Don and Kathleen Singleton. They continued furnishing subsequent restaurants until 1979; their son Larry Singleton then took over this role until his retirement in 2019.Cite error: The opening <ref> tag is malformed or has a bad nameCite error: The opening <ref> tag is malformed or has a bad name Items acquired for decoration are stored centrally in a warehouse in Tennessee,[31] where they undergo cleaning, restoration, and cataloging until deployed.Cite error: The opening <ref> tag is malformed or has a bad name As of 2018, this collection contained over 90,000 artifacts.Cite error: The opening <ref> tag is malformed or has a bad name

Recognition

File:Rock away (08-17-08).jpg
Wooden rocking chairs outside a Cracker Barrel in Florida City, Florida

The chain has earned accolades from Destinations magazine, which honored it as the top chain restaurant. In both 2010 and 2011, the Zagat survey awarded it the title of "Best Breakfast". Additionally, the Outdoor Advertising Association of America inducted the brand into the 2011 OBIE Hall of Fame in recognition of its extensive history with outdoor advertising. For 19 straight years, a national consumer survey conducted by Restaurants & Institutions magazine named it the "Best Family Dining" establishment.

Fans

Cracker Barrel enjoys a devoted customer base, especially among travelers who tend to spend more at eateries than local patrons. Between 1977 and 2017, Ray and Wilma Yoder, a married couple, collectively traveled over 5 million miles—averaging approximately 342 miles daily—to visit 644 Cracker Barrel locations. When the company launched its 645th restaurant in Tualatin, Oregon, in August 2017 (coinciding with Ray Yoder’s 81st birthday), it invited the Yoders to attend the grand opening and honored them with personalized aprons, rocking chairs, and other gifts.

Leadership

Dan Evins, the company's founder, was at the helm until 2001, after which Michael Woodhouse took over leadership. In September 2011, Sandra B. Cochran assumed the roles of CEO and president, becoming the second woman in Tennessee to lead a publicly traded firm. Cochran remained in this capacity until August 2023, when Julie Felss Masino was appointed as her replacement.

Investment and business model

Cracker Barrel targets families and the casual dining segment while also focusing on retail operations. The majority of its outlets are strategically located near interstate highway exits to attract travelers. The company highlights its emphasis on cost management as a key point for investors. Its objectives include minimizing employee turnover and enhancing staff training quality. Since the 1980s, Cracker Barrel has maintained a structured training program offering benefits for employees who advance through it.

NASCAR

Cracker Barrel has been involved in sponsoring various NASCAR events. Between 1999 and 2001, the company was the title sponsor of the Cracker Barrel Old Country Store 500 held at Atlanta Motor Speedway.[32] More recently, starting in 2025, Cracker Barrel took on the sponsorship of the Cracker Barrel 400 at Nashville Superspeedway.Cite error: The opening <ref> tag is malformed or has a bad name

Recording artists

Cracker Barrel has maintained a longstanding partnership with country music icon Dolly Parton. Their collaboration began in 2009 with a collector’s edition release of her album Backwoods Barbie. Since then, the company has issued collector’s editions for several other Parton albums. Additionally, Cracker Barrel facilitated a collaboration between Parton and the a cappella ensemble Pentatonix, producing a remix of Parton’s classic track Jolene. This version earned a Grammy Award for best country duo/group performance at the 2017 ceremony.Cite error: The opening <ref> tag is malformed or has a bad name Parton also appeared as part of Cracker Barrel’s feature during the 2020 Macy's Thanksgiving Day Parade.Cite error: The opening <ref> tag is malformed or has a bad name

In 2009, Cracker Barrel partnered with country artist Alan Jackson to release an album titled Songs of Love and Heartache, accompanied by a collectible set.Cite error: The opening <ref> tag is malformed or has a bad name The company’s 2019 'Five Decades, One Voice' initiative highlighted prominent female country singers such as Loretta Lynn, Trisha Yearwood, and Brandi Carlile. This campaign was launched following research indicating that female country artists receive significantly less radio airplay compared to their male counterparts. As part of this effort, Cracker Barrel produced covers of iconic country songs and curated all-female playlists for its restaurant locations.[33][34]

In 2011, The Oak Ridge Boys recorded a special 30th anniversary edition of their album "It's Only Natural" exclusively for Cracker Barrel.[35] In 2020, Cracker Barrel united artists Ingrid Andress, Kimberly Schlapman, and Karen Fairchild to collaborate on a rendition of Andress’ song "More Hearts Than Mine."[36] Furthermore, Cracker Barrel holds a position on the Corporate Advisory Board for the Texas Conference of the National Association for the Advancement of Colored People (NAACP),Cite error: The opening <ref> tag is malformed or has a bad name and serves as a corporate sponsor for the NAACP Leadership 500 Summit.Cite error: The opening <ref> tag is malformed or has a bad name

Sponsorship of the Grand Ole Opry

From 2004 until 2009, the company served as a sponsor for the Grand Ole Opry, marking itself as the inaugural presenting sponsor of this iconic institution. This collaboration facilitated the company's integration into the Nashville music scene, subsequently leading to partnerships with various country music artists.

Engagement in Community Initiatives

A Cracker Barrel in Minnesota
A Cracker Barrel location in Minnesota

Cracker Barrel has contributed to numerous charitable causes through single donations, promotional campaigns, and alliances with nonprofit organizations. Its philanthropic efforts have focused on communities where its restaurants operate, including significant aid to the Gulf Coast following Hurricane Katrina in 2005 and support for Nashville after the 2010 flooding crisis. That same year, the company founded Cracker Barrel Cares Inc., a nonprofit funded by employees designed to assist fellow staff members. Additionally, Cracker Barrel has allied with the Wounded Warrior Project, which aids injured veterans, as well as with Operation Homefront, supporting military families through various initiatives.

In response to past controversies related to racial issues, the company has worked to improve its reputation by offering scholarships via the National Black MBA Association, implementing job training programs, and sponsoring organizations such as 100 Black Men of America and the Restaurant and Lodging Association. In November 2021, Cracker Barrel introduced the Food for Families program aimed at combating hunger, food insecurity, and minimizing food waste in rural and underserved areas, particularly in middle Tennessee. This initiative complements a partnership with the Cracker Barrel Old Country Store Foundation and Feeding America.

LGBT policies

In early 1991, an internal company memo instructed that employees failing to exhibit "normal heterosexual values" should be terminated. News sources reported that at least 11 staff members were dismissed under this directive across various stores in Georgia and other states. Following protests organized by gay rights advocates, the company discontinued this policy in March 1991 and publicly committed to refraining from discrimination based on sexual orientation. The company's founder, Dan Evins, later acknowledged that the policy had been an error. From 1992 onward, the New York City Employees Retirement System, then a significant shareholder, submitted proposals to incorporate sexual orientation protections into the company’s non-discrimination policy. An initial proposal in 1993 was rejected, with 77 percent voting against it, 14 percent supporting it, and 9 percent abstaining. It was not until 2002 that such proposals gained approval, with 58 percent of shareholders endorsing the inclusion.

Between 2008 and 2021, Cracker Barrel improved its score on the Human Rights Campaign’s Corporate Equality Index from 15 to 80 by implementing policies prohibiting discrimination based on sexual orientation and introducing related training programs.

Starting in 2016, the company embraced a supportive position toward LGBT issues by establishing an internal diversity council that included LGBT representatives. Since 2017, Cracker Barrel has been a sponsor of Out & Equal, a nonprofit organization dedicated to workplace equality.

Dispute with Biglari Holdings

In 2011, Sardar Biglari acquired shares in Cracker Barrel through his firm Biglari Holdings Inc. He has consistently voiced criticism regarding the company's leadership,[37][38] and made five attempts to secure a seat on the board between 2011 and 2020. Cracker Barrel accused Biglari of pursuing a "hidden agenda" due to his ownership stakes in other dining chains like Steak 'n Shake.[39][40]

In a development during 2022, Cracker Barrel reached an agreement with Biglari under which the company consented to install Jody Bilney, Biglari's chosen candidate, onto its board of directors. This arrangement included compensation from Cracker Barrel to Biglari for expenses incurred during his efforts to nominate board members. Both parties also entered into mutual non-disparagement and standstill agreements.[41]

Civil rights cases

In the years 1999 and 2001, Cracker Barrel faced federal lawsuits in Georgia. The initial case was initiated by a group of employees who alleged racial discrimination by the company, while the latter lawsuit was filed by customers raising similar claims. Both actions received backing from the NAACP. Cracker Barrel representatives denied these allegations, affirming the organization's commitment to equitable treatment for both staff and patrons.

In October 2002, a federal appellate court in Atlanta decided that neither the NAACP nor an additional 40 plaintiffs could be added to the 2001 customer lawsuit. Subsequently, in January 2003, a federal magistrate recommended denying class-action status for the employee lawsuit. Ultimately, the company reached settlements for both lawsuits in September 2004.

Separately, in May 2004, the U.S. Department of Justice initiated legal proceedings against Cracker Barrel following an investigation that uncovered evidence suggesting violations of Title II of the Civil Rights Act of 1964, specifically regarding discrimination against minority diners at its locations. The dispute was resolved through a five-year consent decree requiring Cracker Barrel to implement robust nondiscrimination policies and procedures and to engage an independent auditor to monitor adherence to the settlement terms.

Kraft Foods vs. Cracker Barrel

In November 2012, Cracker Barrel entered into a licensing agreement with the John Morrell Division of Smithfield Foods to distribute a range of meat products via retail outlets. Following this, Kraft Foods, which had been marketing cheese products under the Cracker Barrel name since 1954, initiated a trademark infringement lawsuit in February 2013. Kraft sought to have the contract between Cracker Barrel and Smithfield Foods invalidated in the U.S. District Court for the Northern District of Illinois. The court issued an injunction preventing the sale of meat items bearing the Cracker Barrel brand. This injunction was subsequently affirmed by the Seventh Circuit Court of Appeals. As a result, Cracker Barrel consented to rebrand its meat product line under the name "CB Old Country Store".

See also

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References

  1. ↑ 1.0 1.1 1.2 1.3 1.4 1.5 1.6 1.7 Cite error: Invalid <ref> tag; no text was provided for refs named Rhein
  2. ↑ 2.0 2.1 2.2 2.3 Cite error: Invalid <ref> tag; no text was provided for refs named Carlino
  3. ↑ 3.0 3.1 3.2 3.3 3.4 Cite error: Invalid <ref> tag; no text was provided for refs named Gutner
  4. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named Thorp
  5. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named Strother
  6. ↑ 6.0 6.1 Cite error: Invalid <ref> tag; no text was provided for refs named Brooks
  7. ↑ 7.0 7.1 Cite error: Invalid <ref> tag; no text was provided for refs named Moritz
  8. ↑ 8.0 8.1 Cite error: Invalid <ref> tag; no text was provided for refs named Tarquinio
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  14. ↑ Lua error in Module:Citation/CS1/Configuration at line 2123: attempt to index field '?' (a nil value).
  15. ↑ Lua error in Module:Citation/CS1/Configuration at line 2123: attempt to index field '?' (a nil value).
  16. ↑ Lua error in Module:Citation/CS1/Configuration at line 2123: attempt to index field '?' (a nil value).
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  19. ↑ Lua error in Module:Citation/CS1/Configuration at line 2123: attempt to index field '?' (a nil value).
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  21. ↑ Lua error in Module:Citation/CS1/Configuration at line 2123: attempt to index field '?' (a nil value).
  22. ↑ Lua error in Module:Citation/CS1/Configuration at line 2123: attempt to index field '?' (a nil value).
  23. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named Hoover
  24. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named Papiernik
  25. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named Russell3
  26. ↑ 26.0 26.1 Cite error: Invalid <ref> tag; no text was provided for refs named Kappes
  27. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named Wadhwani
  28. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named Loew
  29. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named Sarasota
  30. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named Turn40
  31. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named Richards
  32. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named Russell
  33. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named ABC 9July2019
  34. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named RS 29July2019
  35. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named HWTimes 24Nov2020
  36. ↑ Cite error: Invalid <ref> tag; no text was provided for refs named RollingStone 2Dec2020
  37. ↑ Lua error in Module:Citation/CS1/Configuration at line 2123: attempt to index field '?' (a nil value).
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  39. ↑ Lua error in Module:Citation/CS1/Configuration at line 2123: attempt to index field '?' (a nil value).
  40. ↑ Lua error in Module:Citation/CS1/Configuration at line 2123: attempt to index field '?' (a nil value).
  41. ↑ Lua error in Module:Citation/CS1/Configuration at line 2123: attempt to index field '?' (a nil value).

External links

  • File:Commons-logo.svg Media related to Lua error in Module:Commons_link at line 62: attempt to index field 'wikibase' (a nil value). at Wikimedia Commons
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