Cracker Barrel Appoints New Agency Partners to Support Brand Refresh
Cracker Barrel (NASDAQ: CBRL) has announced the appointment of new agency partners to support its brand refresh initiative, marking a significant step in the company's 55-year history. The refresh, currently underway, aims to strengthen connections with both loyal and new guests while preserving the brand's authentic charm.
The company has enlisted three key partners: Prophet for strategic brand refresh and experience design, Viral Nation for social media transformation, and Blue Engine for communications and PR. This initiative is part of a broader strategic transformation launched in May 2024, focusing on five key areas: brand identity refresh, menu optimization, store execution enhancement, digital capabilities expansion, and employee experience elevation.
The brand refresh encompasses visual elements, reimagined restaurant spaces, and innovative food and retail offerings, all guided by extensive guest research and data-driven insights.
Cracker Barrel (NASDAQ: CBRL) ha annunciato la nomina di nuovi partner agenziali per sostenere la sua iniziativa di rinnovamento del marchio, segnando un passo significativo nella storia cinquantacinquennale dell'azienda. Il rinnovamento, attualmente in corso, mira a rafforzare i legami con i clienti fedeli e nuovi, preservando al contempo il fascino autentico del marchio.
L'azienda ha coinvolto tre partner chiave: Prophet per il rinnovamento strategico del marchio e il design dell'esperienza, Viral Nation per la trasformazione dei social media, e Blue Engine per le comunicazioni e le PR. Questa iniziativa fa parte di una più ampia trasformazione strategica lanciata a maggio 2024, focalizzata su cinque aree chiave: rinnovamento dell'identità del marchio, ottimizzazione del menu, miglioramento dell'esecuzione nei negozi, espansione delle capacità digitali e elevazione dell'esperienza dei dipendenti.
Il rinnovamento del marchio comprende elementi visivi, spazi ristorativi ripensati e offerte innovative di cibo e vendita al dettaglio, il tutto guidato da un'ampia ricerca sui clienti e da approfondimenti basati sui dati.
Cracker Barrel (NASDAQ: CBRL) ha anunciado el nombramiento de nuevos socios de agencia para apoyar su iniciativa de renovación de marca, marcando un paso significativo en la historia de 55 años de la empresa. La renovación, que está en curso, tiene como objetivo fortalecer las conexiones con los clientes leales y nuevos, al tiempo que se preserva el encanto auténtico de la marca.
La empresa ha reclutado a tres socios clave: Prophet para la renovación estratégica de la marca y el diseño de experiencias, Viral Nation para la transformación de redes sociales, y Blue Engine para comunicaciones y relaciones públicas. Esta iniciativa es parte de una transformación estratégica más amplia lanzada en mayo de 2024, centrada en cinco áreas clave: renovación de la identidad de la marca, optimización del menú, mejora de la ejecución en las tiendas, expansión de capacidades digitales y elevación de la experiencia del empleado.
La renovación de la marca abarca elementos visuales, espacios de restaurante reinventados y ofertas innovadoras de alimentos y venta al por menor, todo guiado por una extensa investigación de los clientes y conocimientos basados en datos.
Cracker Barrel (NASDAQ: CBRL)는 브랜드 리프레시 이니셔티브를 지원하기 위해 새로운 에이전시 파트너를 임명했다고 발표했습니다. 이는 회사의 55년 역사에서 중요한 이정표가 됩니다. 현재 진행 중인 리프레시는 충성 고객과 신규 고객 모두와의 연결을 강화하면서 브랜드의 진정한 매력을 유지하는 것을 목표로 하고 있습니다.
회사는 세 가지 주요 파트너를 선정했습니다: Prophet는 전략적 브랜드 리프레시 및 경험 디자인을 담당하고, Viral Nation은 소셜 미디어 변화를, Blue Engine은 커뮤니케이션 및 PR을 맡습니다. 이 이니셔티브는 2024년 5월에 시작된 더 넓은 전략적 변혁의 일환으로, 브랜드 아이덴티티 리프레시, 메뉴 최적화, 매장 실행 개선, 디지털 역량 확장 및 직원 경험 향상이라는 다섯 가지 주요 영역에 중점을 두고 있습니다.
브랜드 리프레시는 시각적 요소, 재구성된 레스토랑 공간 및 혁신적인 음식 및 소매 제공을 포함하며, 모두 광범위한 고객 연구와 데이터 기반 통찰력에 의해 안내됩니다.
Cracker Barrel (NASDAQ: CBRL) a annoncé la nomination de nouveaux partenaires d'agence pour soutenir son initiative de rafraîchissement de marque, marquant une étape significative dans l'histoire de 55 ans de l'entreprise. Le rafraîchissement, actuellement en cours, vise à renforcer les liens avec les clients fidèles et nouveaux tout en préservant le charme authentique de la marque.
L'entreprise a engagé trois partenaires clés : Prophet pour le rafraîchissement stratégique de la marque et le design d'expérience, Viral Nation pour la transformation des médias sociaux, et Blue Engine pour la communication et les relations publiques. Cette initiative fait partie d'une transformation stratégique plus large lancée en mai 2024, axée sur cinq domaines clés : le rafraîchissement de l'identité de la marque, l'optimisation du menu, l'amélioration de l'exécution en magasin, l'expansion des capacités numériques et l'élévation de l'expérience des employés.
Le rafraîchissement de la marque englobe des éléments visuels, des espaces de restaurant repensés et des offres alimentaires et de vente au détail innovantes, le tout guidé par une recherche approfondie sur les clients et des insights basés sur les données.
Cracker Barrel (NASDAQ: CBRL) hat die Ernennung neuer Agenturpartner bekannt gegeben, um seine Markenauffrischungsinitiative zu unterstützen, was einen bedeutenden Schritt in der 55-jährigen Geschichte des Unternehmens darstellt. Die derzeit laufende Auffrischung zielt darauf ab, die Verbindungen zu sowohl treuen als auch neuen Gästen zu stärken, während der authentische Charme der Marke erhalten bleibt.
Das Unternehmen hat drei wichtige Partner gewonnen: Prophet für die strategische Markenauffrischung und das Erlebnisdesign, Viral Nation für die Transformation der sozialen Medien und Blue Engine für Kommunikation und PR. Diese Initiative ist Teil einer umfassenderen strategischen Transformation, die im Mai 2024 gestartet wurde und sich auf fünf zentrale Bereiche konzentriert: Auffrischung der Markenidentität, Menüoptimierung, Verbesserung der Filialausführung, Erweiterung der digitalen Fähigkeiten und Steigerung des Mitarbeitererlebnisses.
Die Markenauffrischung umfasst visuelle Elemente, neu gestaltete Restauranträume und innovative Lebensmittel- und Einzelhandelsangebote, die alle durch umfassende Gästeforschung und datengestützte Erkenntnisse geleitet werden.
- Strategic brand transformation initiative to modernize and enhance market share
- Data-driven approach based on guest research
- Investment in digital capabilities and social media presence
- Comprehensive refresh covering both physical spaces and menu offerings
- Significant investment required in agency partnerships and transformation
- Risk of alienating loyal customer base during brand modernization
- Execution complexity across multiple transformation areas
Rooted in 55 years of tradition, Cracker Barrel's rich history paves the way for a new chapter of growth
"Since 1969, Cracker Barrel has greeted guests with a warm welcome and craveable food, but as guest expectations evolve, we're embarking on an exciting journey to refresh our brand," said Sarah Moore, Cracker Barrel Chief Marketing Officer. "This is a beloved brand with strong emotional ties, so it was paramount that we selected the right expertise to help us define our evolved identity. This collaborative team plays a key role working with our internal team to craft the next chapter of our brand story—one that resonates with loyal guests while welcoming new ones to our table."
The brand refresh, which is currently underway, includes visual elements, reimagined restaurant spaces, and innovative food and retail offerings – all while honoring the authentic hospitality and warmth that keeps guests falling in love with the brand.
The agencies are:
- Prophet, a global strategic and creative growth consultancy, is partnering with Cracker Barrel to refresh the brand and create engaging guest and employee experiences. In collaboration with Cracker Barrel, they are focused on shaping a new brand vision that will enhance market share while preserving the Company's unique heritage. This new strategy will inform brand communication, restaurant redesigns, brand marketing campaigns and a redefined employee value proposition.
- Viral Nation, the leader in social-first innovation, supports social media transformation for the brand, scaling reach, engagement, and ROI with advanced social-first strategies and proprietary AI-powered technology. The agency will develop end-to-end social media marketing solutions; curate, launch, and create innovative, high-volume content to resonate with new, socially-native audiences while maintaining engagement with Cracker Barrel's core audience. This partnership will fuel the Company's growth goals, expanding its digital presence and evolving the brand's positioning within culture.
- Blue Engine, a leading global strategic and creative communications firm, supports company storytelling, consumer public relations, experiential marketing and strategic partnerships. This team will ensure consistent messaging across all stakeholder groups and elevate Cracker Barrel's storytelling through earned media, special events, and innovative partnerships that bring Cracker Barrel's redefined brand vision to life in new and exciting ways.
In May 2024, Cracker Barrel launched a bold strategic transformation to revitalize its iconic American restaurant brand. This initiative focuses on five key areas: refreshing the brand identity, optimizing menu, pricing and preparation, enhancing store execution and the unique retail experience, expanding digital capabilities, and elevating the employee experience.
About Cracker Barrel Old Country Store®
Cracker Barrel Old Country Store, Inc. (Nasdaq: CBRL) is on a mission to bring craveable, delicious homestyle food and unique retail products to all guests while serving up memorable, distinctive experiences that make everyone feel welcome. Established in 1969 in
Contact: Media Relations, Media.Relations@crackerbarrel.com
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SOURCE Cracker Barrel Old Country Store, Inc.
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