Cracker Barrel, a popular chain known for its hot, sit-down meals and convenient locations off freeway exits, has been struggling to stay competitive in recent years. CEO Julie Masino acknowledged this during an investor call last month, stating that the chain is not as relevant as it once was. In response to this challenge, Cracker Barrel is taking steps to refresh and refine various aspects of its operations.
One of these changes is the introduction of dinner specials in the late afternoon to attract diners who prefer to eat earlier in the evening. The chain is also testing a new layout for its locations that is described as “lighter, brighter, fresher, and cleaner.” This updated layout includes bookcases instead of traditional momento-covered dividers and booths in addition to the usual seating options.
Despite these changes, most Cracker Barrel stores still have the old-timey decor and wooden seats that are synonymous with the brand. To get a better sense of the dining experience at Cracker Barrel in its current state, I visited one of the chain’s restaurants in northern Virginia, located just outside of Washington DC. Here is what I observed during my visit.