economie

I visited Cracker Barrel. The CEO is right when she says it’s ‘not as relevant’ as it once was

September 19, 20240
This Cracker Barrel location was already decorated for the Fourth of July.

Alex Bitter/BI

This particular Cracker Barrel location is just north of Washington Dulles International Airport. It’s also near the intersection of multiple major highways and freeways.

One of the first things I saw were these rocking chairs on the patio outside.
The old-timey decorations immediately caught my attention at this Cracker Barrel.

Alex Bitter/BI

I visited this restaurant on a Monday at 9:30 a.m. I didn’t have to wait for a table since the restaurant was only about half full.

The vintage decor immediately caught my attention.
This advertisement was hung next to a neighboring table.

Alex Bitter/BI

This antique ad for “White House”-brand melons was an obvious nod to Washington, DC, about a 40-minute drive from this restaurant.

Overall, though, I was confused about whom this sort of decor is supposed to appeal to.
Why not just use a lantern that’s brighter?

Alex Bitter/BI

This light was designed to look like a lantern but had a modern light bulb attached to the bottom.

The menu included lots of breakfast options.
A second menu listed beer, mimosas, and specialty coffees.

Alex Bitter/BI

If it had been a weekend, maybe I would have ordered a mimosa or a glass of wine.

My breakfast showed up about 15 minutes after I ordered.
I ordered this meal specifically for the fried chicken.

Alex Bitter/BI

Maybe it was because I went out for soul food the weekend before, but this fried chicken seemed average. The breading wasn’t very crispy, probably thanks to the gravy that was smothered on top.

The biscuits and gravy were also average.
Dipping biscuits in the gravy felt awkward.

Alex Bitter/BI

The biscuits reminded me of the ones you buy in a cardboard tube and twist to open. The gravy, meanwhile, didn’t taste very fresh.

After a bite of biscuit on its own, I started dipping it in the gravy, which felt wrong.

The biscuit beignets were my favorite part of this visit to Cracker Barrel.
I got six of these biscuit beignets in one order.

Alex Bitter/BI

Lots of foods taste better fried; the same was true for the biscuit beignets. These are made out of the same dough as Cracker Barrel’s buttermilk biscuits, the restaurant says on its website. It just cuts them into smaller pieces, fries them, and coats them with cinnamon sugar.

Overall, this Cracker Barrel breakfast was fine, but not memorable.
Several flavors of hard candy sticks constituted just one of the displays at the Cracker Barrel store.

Alex Bitter/BI

Old-fashioned snacks were a major offering at Cracker Barrel’s “Old Country Store.” Like the vintage ads and knick-knacks in the restaurant, they harkened back to the early 20th century.

You can also buy some of the same foods that are served in the restaurant.
A selection of cast iron skillets and related supplies.

Alex Bitter/BI

Some of the cast iron skillets were made by Lodge specifically for Cracker Barrel.

Cracker Barrel’s store sells a lot more than food and cooking supplies, though.
You could take your pick between seahorse-decorated bags and a sign that reads “Beach.”

Alex Bitter/BI

This selection of items would’ve been right at home in a TJ Maxx, though the prices were much higher than you’d likely encounter at that store.

It was also an odd mix of items for a Cracker Barrel located hours away from the nearest beach.

There was also a surprising selection of vinyl records for sale.
I didn’t want to stand under this pitchfork for too long.

Alex Bitter/BI

You couldn’t buy them, but the various old ads and farm tools contributed to a cluttered feel in the store.

Overall, I definitely saw what Cracker Barrel’s CEO was talking about.
Who is Cracker Barrel for? That’s what I wondered as I left this location.

Alex Bitter/BI

I’m not sure that replacing the partitions with bookshelves will be enough. But it’s clear that the Cracker Barrel restaurant and store I visited needs an update.

There are so many examples of attractions that trade on nostalgia. In order for that to work, the attraction needs to offer something that people recognize — consider a ride at Disneyland modeled after your favorite childhood movie, for example.

It felt like Cracker Barrel was trying to remind patrons of a bygone era. But I’m just not sure that it’s resonating with enough people anymore.

Do you work at Cracker Barrel or another restaurant chain and have a story idea to share? Reach out to this reporter at abitter@businessinsider.com