Famous for its rustic country theme and Southern comfort food, Cracker Barrel was once Taylor Swift’s favorite spot in her hometown whenever she returned to her second home in Tennessee.
But the chain’s new plans to rebrand amid falling sales and customers mean it will be the end of the restaurant as the pop star knows it.
The once popular restaurant chain, with 662 locations nationwide, has lost more than a sixth of its customers in just four years, a trend that is expected to continue if it maintains its outdated brand.
In fact, the company’s stock plummeted earlier this month after CEO Julie Felss Masino admitted that the chain is “not as relevant as it used to be.”
Taylor Swift’s favorite restaurant in her second hometown of Hendersonville, Tennessee, was once the humble Cracker Barrel, where she continued to frequent after fame (pictured with a waitress in 2015).
The pop singer was a big fan of the Southern comfort food served at the rustic chain during her years living in Tennessee. The restaurant will now undergo a rebranding.
The CEO, however, added that the company is now committed to turning things around and that the restaurant will undergo a rebrand that will include livening up the rustic theme with brighter colors, a new logo and new menus.
As a result, menu prices at many locations will also increase, he said.
Fortunately for longtime Cracker Barrel fan Taylor Swift, who is more likely to frequent upscale and high-end restaurants these days, the price hike won’t be something she can’t afford.
But the revamp could mean your favorite menu items are in danger of extinction.
Swift, who was born and raised in Pennsylvania, became familiar with Southern country food after moving with her family to the Nashville suburb of Hendersonville, Tennessee, at the age of 14 to pursue her music career.
The local Cracker Barrel eventually became his favorite restaurant, to the point that he would later make sure to return for his “Southern fixes” even after he made it big as a pop superstar.
In 2015, waiters at the restaurant described serving the singer during her visits to Hendersonville and recalled how Swift was always friendly and left a big tip.
They also revealed that their favorite menu items included meatballs and apple butter biscuits.
Swift, who was born and raised in Pennsylvania, moved with her family to Hendersonville, Tennessee, at the age of 14 to pursue her music career.
In 2015, waiters who served the singer when she was in town revealed that Taylor was a big fan of apple butter and cookies, as well as meatballs.
Cracker Barrels is deliberately designed to reflect an old country store selling traditional Southern fare and simple comfort food.
The country-style restaurant is famous for its rustic charm and traditional dishes at reasonable prices.
A waitress named Connie, who shared a selfie of her with Taylor while eating at the restaurant nearly a decade ago, said at the time: “She really likes apple butter and cookies, I’ve served her and she always wants a lot”. of apple butter! And the dumplings, she’s a big fan of the dumplings we make here.
‘She sits by the window or in the third room at the back. She usually comes with her family.
‘Most Grand Ol Opry members don’t tip much, just five dollars.
“But there was a guy who worked here and waited on her who had gone to school with her. He tipped her a hundred dollars!”
Set around a roaring fireplace, the Midwestern restaurant chain has family-style tables and chairs and offers Southern favorites like fried okra, chicken and catfish, as well as mashed potatoes and biscuits.
Most entrees on the menu were between $9 and $15 at the time.
Hendersonville Cracker Barrel staff were also impressed with how the generous pop star had given back to the community she grew up in as a teenager, which saw her donate $75,000 to her former school and help put the town in the spotlight. map.
Another waitress, Tammy, said at the time, “She’s always very humble and very kind to everyone.”
‘She’s always relaxed when she comes here, she feels like she can let her guard down. She comes here because no one makes much of a fuss, that’s the reason.
“She is a great figure for Hendersonville, she gave back tenfold to the community and we are proud that she is from here.”
Cracker Barrels is deliberately meant to reflect an old country store selling traditional Southern fare and simple, comfort food.
One waitress recalled that Swift was a big cookie fan and always ordered “a ton of apple butter.”
The restaurant sells Southern favorites, but also has classics like chicken tenders for $12.99.
Cracker Barrel stores will now be remodeled to renew their dated country design. Shown above is its classic, vintage interior at a location in Tennessee.
Masino, who joined Cracker Barrel in November after serving as president of Taco Bell, said the company will change the “design and atmosphere of the store.”
There will be investments in “old” stores.
The share price plummeted as CEO Julie Felss Masino told investors: “We’re just not as relevant as we used to be.”
She hinted at a new look and menu.
“Historically, Cracker Barrel has made limited changes to our design aesthetic,” he said. ‘And we have probably relied too much on what was perceived as the timeless nature of our concept.
‘We began to carry out a pilot remodeling in two test stores. This included renovating the interior and exterior of these stores by using a different color palette, updating lighting, offering more comfortable seating and simplifying décor and fittings.’
He added: ‘In February, we launched a main menu revamp test that included approximately 20 new items, several modified items, and more than 20 removals.
‘We are satisfied with the response from guests. For example, eight of the new lunch and dinner entrees rank in the top 20 for core product mix in these stores.
“We’re also seeing a strong mix of new products in other categories, like our green chile cornbread and our banana pudding.”
So far, the pilot stores have been a success and will be rolled out to all locations.
The company expects to complete between 25 and 30 remodels in fiscal 2025.