Cracker Barrel 2013 Annual Report Download - page 6

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retail sales with unique merchandise; (3) build on
the successful Handcrafted by Cracker Barrel
advertising campaign; (4) invest in and leverage
technology and equipment to support operations and
reduce costs; (5) continued focus on shareholder
return and (6) expand the brand through e-commerce
and licensing.
Having analyzed our marketplace, guests’ feedback
and brand positioning, we focused our menu
initiatives on satisfying our guests’ needs for afford-
able options, healthier items and customizable
choices. As part of our fall promotion, we introduced
new sides to meet guests’ preferences for lighter
and healthier options to customize their meals. These
sides later became part of our core menu. During
our winter, spring, and summer promotions, we
reinforced the affordability of our menu by high-
lighting our Country Dinner Plates, which include
over 10 entrée choices at a $7.69 price point.
Throughout the year, we tested a new category for
our menu, Wholesome Fixin’s®. The category
provides flavorful and fresh meals for under 600
calories. We added Wholesome Fixin’s to our core
menu in the first quarter of fiscal 2014.
Our second priority focused on our retail business.
Further defining the distinctive Cracker Barrel
experience, we merchandised our stores with unique
and nostalgic items. We developed collections
with broad generational appeal and unique product
assortments, such as our horse-theme merchan-
dise and our American pride assortment which
include a variety of clothing, accessories and home