Cracker Barrel 2008 Annual Report Download - page 16

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14
Offering One-Of-A-Kind Experiences
600,000 Times A Day. Every day,that’s how many folks visit us here at
Cracker Barrel. And whether they’recollege students, retirees, or a family that
We’re Always Looking For NewW ays
To Say Welcome Back.”This summer, we hosted “The Greatest Family
Road Trip™” our first-ever national promotion designed to excite guests about
our seasonal offerings while working to drive repeat visits during the summer travel
season. Folks around the country collected game pieces to try to match up the
words “Good Country Cookin’” for a chance to win over$1 million in prizes,
from instant gift cards and GPS navigation systems to $250,000 cash or a
top-of-the-line RV. All told, we handed out more than 30 million game pieces.
Andgenerated plenty of excitement among guests and employees along the way.
Throughout the year, we continued to test our new television and radio
advertising in select markets around the country. While our long-term goal is
to gain top-of-mind awareness among consumers, this year we began to include
other promotional efforts, highlighting seasonal specials to encourage guests
who use us while traveling to visit when they’rehome, too. Based on our test
results, we’ve decided to expand these efforts even further in fiscal 2009.
spans generations, it’s nice to know that our guests see Cracker Barrel as more
than just a place to enjoy a traditional Roast Beef Dinner or breakfast served
all day—it’s a true experience you can’t quite find anywhereelse.