Cracker Barrel 2011 Annual Report Download - page 5

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successful promotional features in fiscal 2011 was the
Six Grain n’ Granola Pancake Breakfast. is breakfast
offering introduced pancakes made from our six-grain
baer, loaded with honey oat granola mix and almonds,
and served with honey and fresh sliced bananas.
drive traffic. During the first half of 2011, we refreshed
our billboard messages to build awareness and invite our
guests to consider using Cracker Barrel more frequently
for local occasions. e new billboards retain the
distinctive Cracker Barrel look and feature new slogans
and illustrations synonymous with the Cracker Barrel
brand.ese images include tableside oil lamps and our
highly-recognizable peg game.e Outdoor Advertising
Association of America selected the Cracker Barrel
Old Country Store outdoor program as the 2011 OBIE
Hall of Fame Award recipient. is award, one of the
most prestigious in the advertising industry, is bestowed
annually to recognize long-standing excellence in the
use of outdoor advertising. Cracker Barrel shares this same
honor for billboard advertising with such brands as
Disney, Nike and Apple.
As we move into fiscal 2012, we intend to increase the
appeal of our marketing message and extend our
presence in the ever-growing digital and social media
space. Cracker Barrel has retained one of the leading
advertising and integrated marketing communications
agencies in the world, Euro RSCG Worldwide.eir
disciplined approach and demonstrated passion for our
brand will enable us to take our marketing program to
the next level.
Our menu strategy continues to evolve to build
frequency and to meet the ongoing challenges of the
economic environment. Our limited time promotions
combine offerings of lighter and more healthful alterna-
tives for less frequent guests with new products in the
traditional style for our frequent users. One of our more
An example of our lighter fare was the Grilled Chicken
n’ Summertime Vegetable Salad, which included grilled
chicken tenderloins on fresh leuce and greens and
topped with marinated cucumbers, onions and tomatoes.
As the industry continues to feature aggressive pricing
structures to lure budget-conscious consumers, we are
evolving our menu strategy to highlight the everyday
affordability of the Cracker Barrel menu. We launched this
strategy in September of fiscal 2012 with the introduction
of new $5.99 daily lunch specials.
Cracker Barrel participated in the launch of the
voluntary Kids Live Well initiative, which is sponsored by
the National Restaurant Association to offer healthful menu
options for children. e program focuses on increasing
the amount of fruits and vegetables, lean protein, whole
grains and low-fat dairy that kids eat, while limiting
unhealthy fats, sugars and sodium. A key component of
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