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Cracker Barrel Old Country Store SWOT and PESTLE Analysis

ID : 521354453| Feb 2023| 21 pages

COMPANY PROFILE -Cracker Barrel Old Country Store Inc.

Business Sector :Restaurant and Retail

Operating Geography :United States, North America, Global

About Cracker Barrel Old Country Store Inc. :

Cracker Barrel Old Country Store, Inc., known as Cracker Barrel, is a Southern-themed American restaurant and gift store chain with its headquarters in Lebanon, Tennessee. Dan Evins launched the business in 1969. Cracker Barrel establishments cater to both the casual eating and retail markets. Because most of its shops are near highway exits, the company also advertises to those travelling on interstate highways. The menu of Cracker Barrel is based on classic Southern cuisine, and the restaurant is designed to look like an old-fashioned general store. Each home features a front porch with wooden rocking chairs, a stone fireplace, and beautiful things found locally. The gifts sold at the restaurant include goods such as modest 1950s and 1960s toys, toy trucks, puzzles, and woodcrafts. Country music CDs, DVDs of early classic television, cookbooks, baking mixes, quirky kitchen decor, and early classic candy and snack food brands are all offered. Breakfast is served all day, and two menus are provided: one for breakfast, and the other for lunch and dinner. As of May 2022, Cracker Barrel has 664 stores across the United States.

Cracker Barrel's USP lies in offering a welcoming home-away-from-home experience in its classic country stores and restaurants. The mission statement of Cracker Barrel reads, "Cracker Barrel's mission is ‘Pleasing People’. We operate within the ideals of fairness, mutual respect and equal treatment of all people. These ideals are the core of our corporate culture".

Cracker Barrel Old Country Store Inc. Revenue :


US$ 2.81 billion - FY ending 31st July 2021 (y-o-y growth 11.8%)
US$ 2.52 billion - FY ending 31st July 2020

Competitive Analysis of Cracker Barrel Old Country Store Inc.

SWOT
PESTLE
The SWOT analysis for Cracker Barrel Old Country Inc. is presented below in a matrix followed by the detailed analysis report:
StrengthsWeaknesses
1. Growing Units of Operations in terms of retail stores and acquisitions every year.
2. Strong presence across 45 states which shows the strong brand value.
3. Acquisitions of established brands like Maple Street has helped to diversify the product offerings and enter into new locations.
4. High gross margin rate per Sq. ft of the restaurants and retail stores.
5. Strong free cash flow and net cash flow from operations is a plus point.
1. Majority of the sales comes from restaurant and retail stores which shows huge dependence on offline channels.
2. Guests with the highest visit frequency skew towards old age customers.
3. Large number of store visits (35-40%) comes from travelers.
OpportunitiesThreats
1. Huge growth opportunity in the digital and online channel with digital order mix already being 55%.
2. Cater to new audience segments through a new mix of menu offerings and customization.
3. Opportunity to expand operations into new locations and strengthen operations in existing locations.
1. External threats like the recent pandemic can cause a decrease in the revenue and may lead to halt in operations.
2. External disruptions like disruption in supply chain can affect the functioning of the restaurants.
3. Persistent high inflation rates can affect the margins of the restaurant as the raw material prices increase.
SWOT & PESTLE (combined)
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Detailed SWOT Analysis of Cracker Barrel Old Country Store Inc.

Strength

1. Acquisitions of established brands like Maple Street have helped to diversify product offerings and enter into new locations: Country Old Barrel Inc. recently acquired Maple Street in the year 2019. Maple Street is a fast casual breakfast store that had strong presence. Country Old Barrel identified the need of diversifying into the fast casual breakfast space as it is underserved. It acquired Maple Street because of the commonalities with its own business-like culture of hospitality, homestyle food served, cooking style etc. Maple Street offers Country Old Barrel Inc. an opportunity for profitable growth in the urban centers. Maple Street has now around 45 stores serving comfort foods with a twist of modernity. This acquisition has helped Country Old Barrel Inc. to diversify its product offerings and enter into new locations. Under the guidance of the Country Old Barrel Inc.’s leadership the Maple Street is nurturing a strong management team and is planning expansion of new stores. In the current fiscal year around 15 new Maple Street stores are being planned to be opened.

The remaining section under "Strength" is available only in the 'Complete Report' on purchase.

Weakness

This section is available only in the 'Complete Report' on purchase.

Opportunity

1. Huge growth opportunity in the digital and online channel with digital order mix already being 55%: As the Covid-19 Pandemic restricted the visits of travelers and visitors to the restaurants and retail stores of Country Old Barrel Inc., the revenue of the company started falling and sales were affected. To tackle these situations, the company launched a digital store in the fall of 2020. Since the launch the digital order mix has grown to around 55% and above. Digital platform has helped the company in introducing a more customized order experience along with access to order history and favorite orders of the customers. Customers can also simplify their location selection and this provides a streamlined order flow to the customers. Other digital initiatives like POS system and digital marketing have further helped the company to enhance its presence in the digital ecosystem. The company is reducing its traditional TV media advertising allocation and implementing digital marketing strategies in its advertising mix. The digital space offers a huge growth opportunity to cater to the new age audiences like gen-z and millennials. The company can increase its sales drastically through digital media while reducing its costs.

The remaining section under "Opportunity" is available only in the 'Complete Report' on purchase.

Threat

This section is available only in the 'Complete Report' on purchase.

Major Competitors :

  • Darden Restaurants
  • Golden Corral
  • Bob Evans
  • Denny’s
  • IHOP
  • The Cheesecake Factory
  • Chili’s

Major Brands :

  • Maple Street
  • Chicken n biscuits
  • Rockingchair
SWOT & PESTLE (combined)
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Check Out Analysis of Other Relevant Companies

References used in Cracker Barrel Old Country Store Inc. SWOT & PESTLE Analysis Report

1. Annual report - https://investor.cbrlgroup.com/static-files/66b5b094-569d-4a24-9c8c-d5ae5c57f5b1
2. Southern border sees large influx of Ukrainian refugees as US ramps up processing at border - https://www.elpasotimes.com/story/news/immigration/2022/04/13/ukraine-refugees-assemble-tijuana-title-42-biden/7289792001/
3. Americans are fleeing to places where political views match their own - https://www.npr.org/2022/02/18/1081295373/the-big-sort-americans-move-to-areas-political-alignment
4. US labor market rapidly tightening; unemployment rate drops to 3.6% - https://timesofindia.indiatimes.com/business/international-business/us-labor-market-rapidly-tightening-unemployment-rate-drops-to-3-6/articleshow/90596098.cms
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SWOT & PESTLE.com (2024). Cracker Barrel Old Country Store SWOT and PESTLE Analysis - SWOT & PESTLE.com. [online] Available at: https://www.swotandpestle.com/cracker-barrel-old-country-store/ [Accessed 28 Mar, 2024].

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Cracker Barrel Old Country Store, Inc. SWOT and PESTLE analysis has been conducted by Sushil Kumar Panda and reviewed by senior analysts from Barakaat Consulting.

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