CRACKER Barrel is gearing up for a significant change to its dining experience.
In an earnings call, Cracker Barrel CEO Sandy Cochran announced an upcoming program that will offer exclusive pricing.
Cracker Barrel is about to launch a multi-interface rewards program for its diverse customers.
“We launched our loyalty program, Cracker Barrel Rewards, internally at the end of July and I’m excited to announce it will be available to guests across the country by the end of this month,” Cochran said.
“We believe our loyalty program will be an important traffic driver for us in the long term.”
Cochran said the program will bring Cracker Barrel into the digital age.
The company hopes the program will benefit from the launch, saying, “We believe it has the potential to be the best and most engaging loyalty program in the full-service restaurant industry.”
In a nod to Cracker Barrel’s iconic stake game, customers who sign up for rewards with the chain will receive a digital stake for every dollar they spend in-store.
Customers can purchase the stakes at the brand’s restaurants or retail stores.
Pegs can be redeemed for rewards in store – the only item not discounted is alcohol.
There will be two interfaces for the rewards program.
Cracker Barrel customers can download an app that accumulates stakes.
Non-digital customers can track their rewards at checkout.
“The program is designed to be gamified and allows guests to earn additional tokens through fun challenges and surprise and delight events,” Cochran added.
The restaurant believes a celebrity partnership with Dolly Parton to celebrate her upcoming album Rockstar will attract more people to the stores.
MORE BRAND CHANGES
Earlier this year, Cracker Barrel faced backlash from conservative customers over its support of Pride Month.
In the first-quarter conference call, executives did not blame the backlash for declining sales and traffic.
“Our food and decor celebrate warm memories of the past, and our inclusive culture and beliefs help pave the way for an even brighter future together,” Cracker Barrel wrote on its website.
The company raised prices at the restaurant by 8.8 percent last year, a move that executives wanted to change to lure customers back to the store.
“We believe they are cutting back not because of the checks, but rather because of the number of visits they spend in our category,” Jennifer Tate, the company’s chief marketing officer, said at the time.
“So this seems to be the point at which they are pulling back.”
The US Sun reports on Cracker Barrel – here’s a recent change to the restaurant’s menu.
The brand also released a new exclusive fall collection.