Cracker Barrel: Over Five Decades of Creating a Welcoming Customer Experience

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Dan Evins founded Cracker Barrel Old Country Store® in 1969 in Lebanon, Tennessee. Over the next 50 years, Cracker Barrel evolved into a restaurant with a popular retail store and has taken the brand into the digital space with its online store.

Within the brand’s “old general store,” customers can purchase everything from apparel to candles to vintage candy to music. Around the holidays, the store is decorated with trees, and a Christmas theme fills the aisles, from stocking stuffers to thoughtful gifts. The welcoming atmosphere extends into the restaurant. Guests dining at Cracker Barrel find familiar Southern favorites on the menu. The fireplace is likely to be lit, a checkerboard awaits, and families can enjoy the brand’s famous Peg game — a triangle block is located on every table. Cracker Barrel endeavors to offer a unique customer experience from the moment guests cross the front porch and enter the building.

Mark Johnson, CEO of Loyalty360, spoke with Amy Barnett, Vice President of Marketing, Loyalty, and Digital Experience at Cracker Barrel, about collecting valuable input from employees and field operations, rolling out the new Cracker Barrel Rewards program, and partnering with an American music legend.

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1. Cracker Barrel: Over Five Decades of Creating a Welcoming Customer Experience (00:00:00)

2. Intro (00:00:05)

3. Tell us about yourself (00:00:33)

4. Cracker Barrel Rewards Program (00:03:01)

5. Feedback and Voice of the Customer (00:07:50)

6. Pain points you were looking to address in launching a loyalty program (00:11:27)

7. Rewards that Rock campaign with Dolly Parton (00:14:17)

8. Exclusive offers and benefits of the campaign (00:16:23)

9. Importance of Employee Engagement (00:17:49)

10. Loyalty programs you admire (00:21:16)

11. What can Loyalty360 do for you (00:23:30)

12. Quick-fire questions (00:26:48)

13. Outro (00:28:53)