If you have ever been on any highway in the United States you will recognize the Cracker Barrel logo (see above).
I recently came across their Wikipedia page and discovered that their entire strategy was to open restaurants near highway exits. This makes a ton of sense! Open restaurants along the highway. Imagine driving for miles and not seeing anywhere to eat until you come across a Cracker Barrel. This is similar to a water stand in the middle of the desert.
I did a little more digging and found out the founder Dan Evins use to work at a Shell Oil gas station! He borrowed $40,000 and opened his first Cracker Barrel in 1969 right by the Tennessee State Route 109. They now have 600 stores nation-wide and $2 Billion in revenue.
The first Cracker Barrel store
I remember thinking on long road trips “What is the Cracker Barrel, I see it everywhere!” My parents would never take me there even though I would beg for it, I know now because we are vegetarian and most dishes on their menu are meat based. Till this day I still have yet to make it into a Cracker Barrel – will someone please tell me what’s inside?
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From the Comments by Tom Parnau
Trusted and Recognized Symbol Representing Security… it works!
Cracker Barrel Logo is a trusted and recognized symbol representing security for those in unfamiliar surroundings. This same strategy is recognized more obviously at McDonalds. Another example, to a lesser extent would be The Machine Shed. This icon targets Farmers and truckers from the Midwest,with reputed expertise in the home cooking arena,now refered to as comfort food. Make no mistake,this same strategy is quite effective today and employed with regularity by the Kwik Trip Corporations. Your own comfort level,sense of security and of knowing exactly what to expect when you enter, is why you will drive in to the Kwik trip in lieu of the other convenience stops. It works !
I went to one about 8 years ago between Charleston and Atlanta. There was a huge gift shop. I bought my girlfriend (now wife) an Elvis shirt.
She hates Elvis.
HAHAHA that is an amazing story. oooh a gift shop with Elvis Tees!
Kind of reminds me of Sam Walton and his whole strategy of initially building Wal-Marts in rural areas.. there’s really on where else to go, less competition!
Funny you mention wanting to go to a Cracker Barrel your entire life. I HAVE ALSO ALWAYS WANTED TO GO. My friends have told me that they have a gift shop that sells a TON of trolls… this makes me want to go even more!!
We need to go on a Shah Family trip to Cracker Barrel. I always use to see it when going to Wisconsin Dells!
Great distribution case study. I love it.
I’ve never been inside either. Sam and I tried to go on our cross-country drive but then we forgot to get off the exit… and we were like “We’ll get the next one…”
But then suddenly there were NO MORE IN SIGHT!
There are NONE in California… or Nevada… we’d have to go to Colorado, Arizona or New Mexico.
We should totally go.
Road trip!!!!
Vegas Road Trip!
You guys missed out on some good southern cooking.
They have things like country-fried steak and yeah, lots of traditional meat dishes. We went there a few times when I was little. For kids, they have great games that you had probably never heard of that you could play at the table before the food came. And then yes, you can buy those games in the gift shop 🙂
Rebecca, I had no idea they had games. My childhood… ruined!
Cracker Barrel Pros:
– Gift Shop full of kind of kitschy, vaguely funny stuff to waste money on and to help take your mind off of the truly horrific food they serve.
– Games to help take your mind off of the truly horrific food they serve.
Cracker Barrel Cons:
– If you’re on a road trip you will likely be forced to stop a truly disgusting number of time when nature calls.
– If you aren’t lucky enough to have a digestive system that wishes to purge this intake from your body immediately, you will feel tired, swollen, and slothful for many hours, if not days.
– Threat of immediate onset diabetes.
– Threat of death by buttermilk (only known case at the infamous Pell City, AL Cracker Barrel in 1997).
– You definitely won’t be able to cut weight for your upcoming cage match.
All in all, it’s pretty great. I’d definitely go tomorrow. You maybe want to meet somewhere in Nebraska to check one out?
Interesting,the dialogue generated here. Appealing primarily to those who travel, the Cracker Barrel Logo is a trusted and recognized symbol representing security for those in unfamiliar surroundings. This same strategy is recognized more obviously at Mcdonalds. Another example, to a lesser extent would be The Machine Shed. This icon targets Farmers and truckers from the Midwest,with reputed expertise in the home cooking arena,now refered to as comfort food. Make no mistake,this same strategy is quite effective today and employed with regularity by the Kwik Trip Corporations. Your own comfort level,sense of security and of knowing exactly what to expect when you enter, is why you will drive in to the Kwik trip in lieu of the other convenience stops. It works ! Next session will deal with the success and strategy of Menards and Kohls…….OT
Hi Tom, enjoyed your comment.
I never knew that about Kwik Trip and the Machine Shed. I dug up a logo of the Machine Shed:
I went to Japan over the holidays and the place we went the most is Subway (the sandwich restaurant) and 7-11 (convenient stores). Mainly because we knew what we would get.