Cracker Barrel Receives Top Ratings in National Independent Consumer Study

Cracker Barrel Old Country Store has received top scores in a new study conducted by a major independent research company. The Consumer Brand Metrics Program study, conducted by Technomic, Inc., shows that consumers rate Cracker Barrel at the top of the list among ten full-service restaurants in the casual and family dining categories. Cracker Barrel was rated the best in these categories: Overall Attributes and Attitudes, Appearance and Ambiance, and Convenience and Takeout.

Technomic conducted the Consumer Brand Metrics Program study to measure consumer sentiment regarding the top ten full service and ten limited service concepts. The concepts were selected based on sales. A nationally representative sample of over 4,000 consumers participated, and each chain was rated by 300 respondents (concept list and methodology explanation below). In commenting on Cracker Barrel’s strong showing, Ron Paul, President & CEO of Technomic Inc., said, “Cracker Barrel is to be congratulated on such a high level of performance.”

Cracker Barrel received top billing on a number of key attributes: food and beverage quality, quality of the kid’s menu, being treated as a valued individual, delivering food the way consumers wanted it, delivering good value through prices, service and ambiance, and a pleasant experience overall.

“We’re very pleased that Cracker Barrel received such outstanding results, specifically in regard to food quality, hospitality, and value,” said Cracker Barrel President and CEO Michael A. Woodhouse. “This is independent confirmation that our efforts to continually meet our guests’ expectations are effective in providing our guests with the Cracker Barrel experience they have come to expect.” Woodhouse continued, “We have been mindful of staying true to the values and offerings that have made Cracker Barrel into such a popular brand over the years, and we will continue to offer the same quality and hospitality that make a visit to Cracker Barrel so special for so many people.” Woodhouse attributed this success to the company’s 65 thousand employees in saying, “Cracker Barrel has an exceptional group of employees, many of whom have made long-term careers with the company. This kind of experience is what allows us to provide our guests with genuine hospitality and service.”


The Consumer Brand Metrics Program study was independently conducted by Technomic, Inc., as an on-line survey among a nationally representative sample of over 4,000 adults who had visited at least one of the 20 included restaurants in the past month. Each respondent was asked to rate up to 2 restaurants they had visited in the past month on a random basis. Ratings were obtained on 50 attributes covering 5 key areas: Food and Beverage, Service and Hospitality, Unit Appearance and Ambiance, Convenience and Takeout, and Overall Attributes and Attitudes. Each chain was rated by 300 respondents. Interviewing was conducted from March 5 –12, 2010 and results became available in May 2010.

In this syndicated study, Cracker Barrel Old Country Store performed best among the Full Service restaurant chains. It received the highest rating on 31 of the 50 attributes and was rated above the average for Full Service restaurants on all but four attributes. In total, Cracker Barrel generated the strongest ratings in three of the five categories and received above average ratings in all five categories.

Concepts included in the study:

Full ServiceLimited Service
Applebee’s McDonald’s
Chili’s Grill & Bar Subway
Olive Garden Burger King
Red Lobster Starbucks
Outback Steakhouse Wendy’s
IHOP Taco Bell
Denny’s Pizza Hut
T.G.I. Friday’s Dunkin’ Donuts
Cracker Barrel Old Country Store KFC
Ruby Tuesday Sonic Drive-Ins

About Cracker Barrel

Cracker Barrel Old Country Store® provides a friendly home-away-from-home in its old country stores and restaurants. Guests are cared for like family while relaxing and enjoying real home-style food and shopping that’s surprisingly unique, genuinely fun and reminiscent of America’s country heritage…all at a fair price. The restaurant serves up delicious, home-style country food such as meatloaf and homemade chicken n’ dumplins as well as its signature biscuits using an old family recipe. The authentic old country retail store is fun to shop and offers unique gifts and self-indulgences.

Cracker Barrel Old Country Store, Inc. (Nasdaq: CBRL) was established in 1969 in Lebanon, Tenn. and operates 594 company-owned locations in 41 states. Every Cracker Barrel unit is open seven days a week with hours Sunday through Thursday, 6 a.m. – 10 p.m., and Friday and Saturday, 6 a.m. - 11 p.m. For more information, visit:



Cracker Barrel Old Country Store
Julie Davis, 615-443-9266

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