Cracker Barrel 2009 Annual Report Download - page 24

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22
An old country store where there’s always
something new to find. This year, we faced a pretty challenging retail
environment. So we kept a close eye on our costs, while making sure there
were plenty of fresh items on our shelves for guests to discover—especially
“everyday items,” like our new mints and gum, packaged in branded tin
containers. We also redesigned some private label items, including our Coffee,
Pancake Mix and Fried Apples, to improve our coordinated sales displays
and better reflect the quality of these premium products. In fact, the new line
was honored with a 2008 Food Service Packaging Award for Brand Delivery.
Over the years, the Cracker Barrel Old Country Store Music Catalogue®has
become an important aspect of our brand. Along with albums from Kenny Rogers
and Bill Gaither, in 2009 we were proud to release Montgomery Gentry’s CD,
For Our Heroes, which stayed in the top 35 on Billboard Magazine’s Top Current
Country Album Chart for 11 weeks. Not only did we sell almost 80,000 copies,
but a portion of each sale went to Wounded Warrior Project to support the
recovery of our returning soldiers. We also released Dolly Parton’s Backwoods
Barbie –Collector’s Edition CD. It was paired with a special Collector’s
Photo Album, which became one of our best-selling books ever, and an exclusive
pink Dolly Parton Rocker.
At the same time, our retail team was working hard behind the scenes to
improve operations at our Distribution Center. By making some smart changes
to our distribution practices, we’re now saving nearly $2 million annually.
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