Cracker Barrel 2009 Annual Report Download - page 29

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27
40 years, and we’re just getting warmed up. In 2009, we
were proud to open our 588th Cracker Barrel location. Even though we’ve
been at this a while, we like to look at every new store we open as one more
opportunity to improve on what we do. That’s why we are constantly looking
to make sure we have the right mix of dedicated employees and managers in
place to ensure that each and every guest’s experience is positive, right
from day one.
And we like to think that all this hard work is evident—especially at places like
our Stevensville, Maryland location, which set a record for combined restaurant
and retail sales during its first full week of operation. It also demonstrates to us
that, even in tough economic times, diners are still looking for great value
in a clean, family-friendly atmosphere. More importantly, it shows us that the
plans we scratched out in the dirt back in Lebanon, Tennessee 40 years ago
are as powerful today as they were back then.
At the same time, we’re continuing to keep the Cracker Barrel brand fresh and
relevant in the marketplace by making important investments in our marketing
efforts. This year we introduced some new radio and television advertising
in approximately 25% of our markets to help support our new products as they
made their way into stores. We’re also refreshing our billboard advertising
by rolling out new brand messages across the country, to help us stay on the top
of our guests’ minds—while making sure that we’re always working to find
some new friends out there, too.
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