Cracker Barrel president and CEO Julie Felss Masino details the brand’s refresh. “We are not changing the things you love about Cracker Barrel. We are just making sure that the people who don’t love us today, don’t know about us, that they love us, too.”
Masino has said that the brand needs to “evolve” and “reflect this in all of the ways we interact with our guests”. She also said that the chain has lost some of its shine and that some of its recipes and processes haven’t evolved in decades.
Masino remembers going to Cracker Barrel as a kid and getting the hashbrown casserole. She realized that the 200 million guests per year all have Cracker Barrel origin stories of their own. She reoriented herself with the brand before stepping into the role of president and CEO one year ago.
The refresh includes:
- Menu changes: Adding new items like green chili cornbread, banana pudding, and hash brown casserole shepherd’s pie
- Store remodels: Updating lighting, color palette, decor, and fixtures
- New seating: Offering more comfortable seating, like banquette seating
- Digital investment: Investing in more digital technology
- Price adjustments: Adjusting prices to align with the area and store demographics
- Employee experience improvement: Improving the experience for employees
- New locations: Opening new locations that are about 15% smaller than current restaurants
Cracker Barrel expects to see positive net results from the brand overhaul by the second half of 2026.
Cracker Barrel Nashville locations are:
2406 Music Valley Dr., Briley Pkwy. & McGavok Pike, Nashville, TN
3454 Percy Priest Dr., I-40 & Stewarts Ferry Pike, Nashville, TN
4323 Sidco Dr., I-65 & Harding Place, Nashville, TN
6941 Charlotte Pike, I-40 & Charlotte Pike, Nashville, TN
Nashville Business News – Local Nashville News | The Nashville Business Journal