2005 Consumers' Choice in Chains: Family Dining
Cracker Barrel Old Country Store

Cracker Barrel Old Country Store debuted in 1969, the same year in which man first walked on the moon, baseball legend Mickey Mantle put away his bat and the Woodstock music festival rocked an entire generation.

Although it was a different world, Cracker Barrel has managed to maintain a pleasing mix of home-style food, merchandise and service while keeping in step with the times.

“We’re in the middle of a major brand study to find out what consumers think about us,” says Chief Operating Officer Cy Taylor. “When we evolve our menus we can keep up with what guests want. We’re looking at who our current customers are and what expectations they have.”

Closely attentive to guest feedback, Cracker Barrel also plans to launch a telephone poll of its diners to gauge satisfaction, according to Taylor.

While it continues to address changing tastes, the company’s mission—to make guests feel at home in an environment of comfort foods and rocking chairs—makes it a longtime leader in family dining.

Serving more than 200 million meals annually, a significant number of them to travelers, the company believes its hand-rolled dumplings, 100% pure maple syrup and baked biscuits are reason enough to make a meal stop while on the road.

Core menu items such as Chicken n’ Dumplins and meatloaf continue to show strong sales. However, mixing up the menu with new options ensures that guests don’t become bored, according to the company. Its Chicken Portobello Sandwich and Strawberry Pecan Chicken Salad, both of which appeared on recently added seasonal menus, quickly proved to be top sellers.

Launched last November, seasonal menus offer holiday, winter, spring, summer and fall meal variety and correspond to changes on the retail side of its business as well. Breakfast, lunch and dinner options also received a recent facelift. After customer testing in 75 Cracker Barrel locations, the two new menus were rolled out systemwide.

To make it easier for guests to find what they crave, new menu designs are cleaner, less cluttered and easier to read. In addition, a “Daily Dinner Feature” section highlights specials such as Friday Fish Fry and Homestyle Chicken.

Although outdoor and radio advertising are used to draw new business, Cracker Barrel also has successful soft-sell techniques in its arsenal. Service accolades often are treated like small-town rumors, spreading through word of mouth and engendering the type of goodwill that attracts guests.

Cracker Barrel staffers take pride in guest connections and the service they provide, which makes them ideal brand ambassadors. Hostesses and waitstaff are trained to make children feel as welcome and well-tended as any adult, fostering a strong family following.

Like Starbucks, Cracker Barrel is strengthening connections with customers through music sales. The focus so far has been on the folk and country sounds that resonate with its core customers. An Alison Krauss & Union Station CD exclusive to Cracker Barrel sold 125,000 copies in just two months. That success has led to a deal with Charlie Daniels, who last month announced plans for an album of patriotic tunes. Commenting on the partnership, Daniels, who like Cracker Barrel is a Tennessee native, captured the essence of the chain. “We both try real hard to give people their money’s worth and we’re both American to the bone.”

Gold Winner
Baking 30 varieties daily in each of its 142 units, Marie Callender’s has a knack for pie. It also separates itself from the crowd by offering a brunch buffet, salad bar, traditional dishes such as chicken pot pie and home-style meatloaf, and new items such as Ginger Teriyaki Glazed Salmon.

Incorporating popular flavors has been part of Aliso Viejo, Calif.-based Marie Callender’s menu strategy for the past 60 years. In addition to standbys, seasonal menus with six to eight new items rotate in four times per year.

Anticipating diners’ wants and needs is what Marie Callender’s considers job No. 1. Regular customers can expect to have their favorite meal ready soon after they sit down.

Marie Callender’s Grill is a contemporary twist on the restaurant’s family feel. The company’s upscale casual-dining sister concept offers a bar and grilled entrées.

Crystal Winner
Bob Evans Restaurants sprung from the founder’s desire to create breakfast sausage good enough to be served in his small diner more than 50 years ago. That heritage and down-home, farm-fresh thinking creates a dining experience unlike any other.

Classic American standards such as three-egg omelets and pork and turkey roasts take on new flavors and cooking techniques. This year the company will introduce a Turkey Florentine Omelet and expand its slow-roasted dinner selections.

Crepe Combos have been a strong seller this summer, helping to meet the company’s goal of being known for the “best breakfast in town.”

Recognizing that not only quality food but also quality service keeps it ahead of the competition, Bob Evans Special Touch and Customer Problem Resolution programs ensure attention and care is given to every guest.