Cracker Barrel


To understand, for Cracker Barrel, their current Chief Marketing Officer, current marketing and advertising agency of record, number of locations, annualized publicly available revenue, their competitors, and the number of employees.

Early Findings

  • For the purposes of this research, we have identified Cracker Barrel and have provided their website here.
  • Don Hoffman is the Senior Vice President of Marketing / CMO, Cracker Barrel.
  • The senior leadership can be found here, and includes Sandra B. Cochran, President and Chief Executive Officer, Doug Couvillion, Senior Vice President, Sourcing and Supply Chain, Laura Daily, Senior Vice President, Retail, and Jill Golder, Senior Vice President and Chief Financial Officer.
  • Cracker Barrel reported total revenue of $810.9 million for the fourth quarter of fiscal 2018, representing an increase of 9.1% over the fourth quarter of the prior year. Additionally, they reported total revenue of $3.0 billion for the fiscal year (2018), representing an increase of 3.6% over 2017.
  • Their company headquarters is located in Lebanon, Tennessee, United States.
  • There are 655 locations in 45 states.
  • In 2019, approximately 73 thousand people were employed by Cracker Barrel in the United States.
  • In 2016, Cracker Barrel first extended its reach in the restaurant industry by developing Holler & Dash. Holler & Dash restaurants are only open for breakfast and lunch. Each menu is built around biscuits, but no two menus are exactly alike as the restaurants' chefs build menu items featuring local products. Though that may sound complicated, it's not yet, as there are only seven locations in five states Tennessee, Georgia, Florida, North Carolina, and Alabama.
  • Cracker Barrel is publicly traded on NASDAQ under the symbol CBRL.
  • In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address the stated goals.

Summary Of Our Early Findings Relevant To The Goals

  • Our first hour of research provided the answers to almost all the questions asked. This is a public company, so data is plentiful and publicly available.
  • There were some areas we did not have time to research.
  • Please select one or more of the options provided in the proposed scoping section below.

Proposed next steps:

You need to be the project owner to select a next step.
We are suggesting research that continues to build on the initial findings. We will provide in a comprehensive overview, all of the data found so far, so it is available in one easy to read brief (current CMO, number of locations, revenue, and number of employees), and additionally we will provide their current marketing and advertising agency of record, as well as no fewer than 6 recent examples of creatives. Recent will be defined as the past 24 months. Please check this box if we should proceed with this research.
Additionally, we are suggesting research that provides 5 true competitors to Cracker Barrel. For those competitors, we will provide their names, website links, why it is a competitor (why we chose it), and their value proposition. Subsequently, once those 5 true competitors have been identified, we will commence two competitive landscapes (3 competitors in one project, and 2 competitors and Cracker Barrel in the other) and provide a description of the competitor, publicly available revenue, number of locations, number of employees, their competitive advantage, and their weaknesses. Please check this box if we should proceed with this research.
To add value to the entire project, we are also suggesting a targeted media scan for recent news for Cracker Barrel. This will not come from their website, but from credible and reliable news outlets. We will look for controversies, innovations, leadership changes, and other newsworthy events. We will provide no fewer than 10 unique articles. Recent means the past 24 months, prioritizing the most recent to this date. For each article found, we will provide the link, as well as a summary of what the article is about. Please check this box if we should proceed with this research.