Cracker Barrel CEO shares 3-year plan to save chain after it lost 'relevance'

Cracker Barrel CEO Julie Felss Masino has introduced a new three-year plan to revitalize the struggling Southern-themed chain , acknowledging that the brand had lost some of its relevance .

The plan includes restaurant renovations, new menu offerings , and enhancements to technology for loyalty programs and takeout services.

These changes are part of an investment year for the company, with expected benefits to be seen later on in fiscal years '26 and '27.

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The chain is currently testing different levels of restaurant remodels in Tennessee to determine the most effective return on investment.

The overall goal is to attract a younger consumer base while maintaining its loyal senior customers, who have been slow to return to dining out following the pandemic.

The company is introducing new menu items while preserving its classic dishes and hospitality.

Sales and traffic have shown improvements at test locations, and feedback from both employees and customers has been positive.

Cracker Barrel aims to maintain its traditional charm while appealing to a wider audience and plans to invest up to $700 million in reshaping its image over the next three years, per the New York Post.

This comprehensive plan follows a period of declining stock prices and challenges faced by the company, including a drop in shares and decreasing customer numbers.

The chain is determined to navigate these obstacles and position itself for long-term success.