3 days ago
- Business
- Indianapolis Star
Cracker Barrel remodel is too much for some customers. Bulk of makeovers are in Indiana
The remodel at Cracker Barrel — the bulk of which is at Indianapolis-area locations — is not getting the best reviews.
In a bid for more younger customers, the Lebanon, Tennessee-based chain known for nostalgic decor of signs and collectables is remodeling its shops and overhauling its menu.
But a viral video from 2024 showing a makeover with the chain's traditional eclectic look replaced with a brighter, modern farmhouse vibe is meeting with complaints that the updated store lacks character.
'I hate to have to break it to you, but you're eating at a Pier 1,' ChnRstrntKng posted in response to a viral post on X showing a remodeled location.
Video of the renovation of the Mount Juliet, Tennessee, location also went viral in 2024.
About 30 of the chain's 660 locations are being fully remodeled. Another 30 are undergoing a refresh.
Among changes are a lighter paint job, sound-buffering ceilings, updated lighting, more comfortable seating, simplified decor and fixtures, and the removal of the lattice that separated tables and sections.
Menu updates also are in the works, with items following testing in Indianapolis.
The changes are part of an initiative under CEO Julie Felss Masino following a 40% drop in stock price and a decline in traffic. The brand had been struggling since the start of the COVID-19 pandemic.
The company will also test a store that is 15% smaller but with the same number of seats, said Sarah Moore, the chain's chief marketing officer.
'We have such a core base of loyal customers, but then as other bases of customers really start to understand the brand, they fall in love with it too, because we do really transcend those different generations,' Moore told IndyStar during the menu tests and store remodels. 'This entire journey we're embarking on with this transformation is about just that; bringing more people into the fold and showing them what so many customers already love about our brand.'
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The chain began remodeling stores in the summer of 2024.
Indianapolis is at the center of Cracker Barrel's makeover. The dozen stores in the area account for about half of those in the nation that were recently remodeled or are in the process.
'What we're doing in Indianapolis is bringing together the best of everything we're evolving across the entire transformation framework,' Moore said, noting a high concentration of stores in the area. 'Indianapolis is a loyal fan base. They really love Cracker Barrel. And then all of the stores, the way they're kind of spread out, we reach different audience segments; so it's a really, really nice core market for us to test out all of this new stuff.'
The company last fall began testing menu items in Indianapolis, allowing customers to be among the firsts to get tastes of the Meatloaf Slides + Onion Petals, Shrimp n' Grits, Chicken n' Dumplin Soup and Crispy Tender Dippers with Comeback Sauce.
The meatloaf sliders in particular tested well, Moore said, with meatloaf served on a fluffy roll with a sweet and savory bacon jam and the new onion petals – batter-dipped and fried onion pieces.
Core menu items such as pot roast and chicken and dumplings will stay on the menu, Moore said.
'We have such classic menu items that people just are beloved amongst our core customers. So for us, embarking on this kind of menu evolution was really about how do we stay true to those classics that we love, but how do we also show up in new and different ways to create more crave-worthy options for a broader customer base,' Moore said.
'We are starting to attract those net new customers. We're trying to bring more of them into the fold, but it's critically important that we are focused and listening to that core customer that has been loyal to us for so any years,' she said. 'So everything we do is based on protecting that relationship and getting their feedback throughout this process.'
