Cracker Barrel 2014 Annual Report Download - page 7

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approximately one-fourth of our billboards with
new price-point messaging around our $5.99 and
$7.69 value positions at both lunch and dinner.
As part of an ongoing sponsorship of military
families, we held an online nationwide charity
auction. Not only did the online auction generate
proceeds to support our returning service men,
women, and their families, it also afforded us the
opportunity to increase the level of digital
engagement and connection with our guests.
To enhance our digital market presence during the
summer travel season, we followed “The Four-
Star Salute: Cracker Barrel’s Military Family Online
Charity Auction” with our “Summer Stories
Sweepstakes.” The digital sweepstakes allowed
our guests to share summer pictures with
us and other guests thus generating a two-way
personalized online experience between our
guests and our brand. We were very pleased
with both of these digital media events
and the brand impressions that they generated.
Our third strategic priority for the year was to drive
retail sales with improved quality and breadth of
the merchandise assortment. During the fi scal year,
we increased the number of merchandise themes
that we feature each year and shortened their
time on the fl oor in order to keep the merchandise
assortment fresh and new. We introduced some
eye-catching color themes such as Passion for Purple
and Red Hot, with bright décor, home goods,
and women’s clothing, which resonated with our
guests. Additionally, our merchandising team
broadened the appeal of the brand by sourcing
products that have seasonal appeal and reach
across generations and genders.