Cracker Barrel 2004 Annual Report Download - page 23

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Half Restaurant. Half Store. All Country.
®
This year, we re-evaluated many retail items – even well-established
ones like Cracker Barrel Rockers. Early on, we realized how much
folks enjoyed relaxing in the rockers for sale on our front porch. We
also realized how hard it was to fit one in a car. So, this summer,
we began offering select styles of Cracker Barrel Rockers boxed flat
and ready to assemble, along with our fully assembled rockers.
We hoped this might make it a bit easier for folks to be as comfortable
in Cracker Barrel Rockers on their front porch as they are on ours.
All told, by the end of fiscal 2004, we’d sold over 150,000 rockers.
We also continued our target retail item program, in which we select
items to actively promote in our retail store. One of our best efforts
came around Valentine’s Day when we highlighted HERSHEY’
®SCandy
Bars, nostalgically packaged just for us. Not only is this a wonderful
product from a company with its own strong traditions, the candy
bars were displayed near our cashiers – an area of the store that
benefits from so-called “impulse purchases,” not to mention some
smiling faces behind the counter. By the promotion’s end, sales
neared $700,000, which was over 40% of the approximately $1.5 million
in sales for this new product in fiscal 2004.
21