2 days ago
Cracker Barrel Announces Major Menu Change
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Cracker Barrel has unveiled its new fall menu, introducing new items like the Sausage & Egg Hashbrown Casserole and the Herb Roasted Chicken.
The Southern restaurant chain said the new menu "celebrates more than 55 years of country hospitality and positions the iconic American brand for the future," in a news release.
Why It Matters
Many restaurant chains have introduced seasonal items and fall menus as a way to remain current amid heightened competition in the food industry.
Even popular restaurant giants are facing slim margins and changing consumer habits amid economic uncertainty and inflation, and new menu items may usher in more foot traffic and guest purchases.
A Cracker Barrel sign is visible atop one of its restaurants on April 12, 2002, in Naperville, Illinois.
A Cracker Barrel sign is visible atop one of its restaurants on April 12, 2002, in Naperville, To Know
Cracker Barrel announced a refreshed restaurant model and partnership with country music artist Jordan Davis alongside its new fall lineup. The refresh includes updated visuals that will appear across menus and marketing as well as a changed brand logo.
The new logo replaces the one that resembled a pinto bean, to look more like a barrel. Restaurants will also add a "refreshed color palette" to menus and marketing, including red, blue and green.
Reactions to the design update have been mixed, with many customers reacting to a video of the new design, calling it "bland" and longing for Cracker Barrel's past days.
The new seasonal menu offers breakfast, lunch and dinner items in addition to beverages and desserts:
Breakfast
Uncle Herschel's Favorite—Back by popular demand, this beloved fan favorite includes two eggs cooked to order with your choice of Sugar Cured Ham, Country Ham, Grilled or Fried Catfish Fillet, Crispy Tender Dippers or—for the first time ever—a premium New York Strip Steak available for an upgrade, served with Hashbrown Casserole or Fried Apples, Buttermilk Biscuits, Sawmill Gravy and Grits.
Sausage & Egg Hashbrown Casserole—A double portion of our signature Hashbrown Casserole is layered with Colby cheese, served over Sawmill Gravy with scrambled eggs and a flavorful blend of crumbled smoked sausage, onions, red peppers and green chilies, topped with crispy fried onions, diced tomatoes and green onions, with a side of Buttermilk Biscuits.
Bacon & Egg Hashbrown Casserole—Scratch-made Hashbrown Casserole hot off the grill is layered with pieces of crispy bacon, farm-fresh scrambled eggs, melted Colby cheese, fried onions, diced tomatoes and green onions, with Buttermilk Biscuits on the side.
Butter Pecan French Toast Bake—Thick-cut country bread is soaked in vanilla custard, topped with cheesecake filling, baked 'til golden, with your choice of bacon or sausage. Praline pecan streusel and butter pecan syrup available as an upgrade.
Lunch and Dinner
Herb Roasted Chicken—A half chicken, seasoned and slow-roasted in the oven until golden, crispy perfection and topped with a lemon herb butter sauce. Served with mashed potatoes, choice of classic side and Buttermilk Biscuits or Corn Muffins.
Hashbrown Casserole Shepherd's Pie—Slow-braised pot roast and gravy with carrots, peas, onions, celery and mashed potatoes, topped with a crispy griddled Hashbrown Casserole crust, sour cream, diced tomatoes and green onions, and hand-rolled Buttermilk Biscuits on the side.
Slow-Braised Pot Roast—A family classic featuring slow-roasted rib roast, carrots, onions and celery in a savory, homestyle gravy with mashed potatoes, choice of classic side and Buttermilk Biscuits or Corn Muffins.
Sips and Sweets
Butter Pecan Sticky Buns—Warm, tender sweet dough in our butter pecan sauce and baked with a gooey praline pecan topping.
Cinnamon Roll Skillet—Freshly baked mini cinnamon rolls with a gooey cinnamon filling and topped with cream cheese icing.
Brown Sugar Latte—A seasonal take on the classic latte with sweet brown sugar sauce, espresso and steamed milk, topped with whipped cream and drizzled with butter pecan syrup (served hot or cold).
Wild Berry Tea—A blend of freshly brewed ice tea bursting with flavors of juicy wild berries.
Cracker Barrel, which was founded in 1969, operates nearly 660 locations nationwide.
What People Are Saying
Sarah Moore, chief marketing officer of Cracker Barrel, said in a statement: "We believe in the goodness of country hospitality, a spirit that has always defined us. Our story hasn't changed. Our values haven't changed. With 'All the More,' we're honoring our legacy while bringing fresh energy, thoughtful craftsmanship and heartfelt hospitality to our guests this fall."
Alex Beene, financial literacy instructor for the University of Tennessee at Martin, told Newsweek: "Cracker Barrel is the latest entry in a growing list of restaurants expanding their menus this fall to bring customers back through their doors. Many restaurants have struggled to get consumers to frequent their locations as inflationary pressures have pushed prices of meals higher. The introduction of some fall-themed items will be used to entice customers who had been eating more at home to save money to reconsider stopping by one of their storefronts."
Kevin Thompson, CEO of 9i Capital Group and host of the 9innings podcast, told Newsweek: "This is a common thing throughout the restaurant industry where fall items make a comeback. The restaurant industry has statistics around what sells well during which season, so they build their menu around a core offering and then seasonal items.
"The real hope is to tap into the human condition of scarcity which drives people to buy something in fear of not having it in the future. It is used to drive up sales."
What Happens Next
Consumers can likely expect additional menu updates as restaurants aim to attract customers amid high inflation.
"The restaurant industry continues to be hit by higher prices and a more price conscious consumer that is not eating out as much as food away from home continues to see upward pressure," Thompson said.
