Cracker Barrel plans improvements to store and restaurant to stay relevant, company says

(Gray News) - Changes are in store for Cracker Barrel, the iconic country store and family dining chain, the company announced in a news release.

The Lebanon, Tennessee-based firm said it is working on a strategic transformation plan to refine the brand, while improving the menu and employee and customer experience, in an effort to bring back some of its customers.

Cracker Barrel President and CEO Julie Masino said that some company processes and recipes “haven’t evolved in decades,” Restaurant Business reported. The company also admitted that it’s being outshined by its rivals.

Cracker Barrel said they want the improvements to “delight existing and new guests.”

The menu will be reinvigorated as well, the company said, focusing on “craveability and traffic drivers,” as well as refining its restaurant processes and improving pricing.

Remodel prototypes are in the works as Cracker Barrel seeks to refresh the store design and atmosphere. They expect to complete 25 to 30 location remodels in the 2025 fiscal year.

“Cracker Barrel is an iconic brand with an exceptionally strong foundation, and I firmly believe our plans will allow us to capitalize on our strengths and deliver long-term success,” Masino said.

Other changes include streamlining the employee experience, which includes updated training, increased use of technology and simplified job roles.

In the same guidance, Cracker Barrel said it expects profits to be down the remainder of the fiscal year because of lowered foot traffic. The company also warned its investors it’s reducing its dividends so it can focus on investing in the business.

Cracker Barrel expects to reap the benefits of these improvements further down the road, starting in the second half of fiscal year 2026.

Cracker Barrel and its affiliates operate about 660 company-owned Cracker Barrel locations in 44 states. They also own the Maple Street Biscuit Company.

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