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Cracker Barrel Executive Summary

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Cracker Barrel Executive Summary
To: Cracker Barrel’s Senior Management
From: Student
Date: September 16, 2013
Subject: Reaching Our Youth, Building a Brighter Future

Cracker Barrel wants to “please people” and continue in its success. Maintaining these will require attracting a more comprehensive customer demographic. As requested, an analysis was conducted on all relevant data. This report reveals an increasing part of the market share that could be targeted by Cracker Barrel’s marketing strategy. The following outline a strategy for getting Generation Y hooked on the Cracker Barrel phenomenon.

Discussion of Findings

Generation Y: The Future
Only 10% of Cracker Barrel patrons are Millennials. This upcoming generation of young people and young families represent a growing part of the market share. In time, they will be the majority of the company’s potential customer base. Cracker Barrel should adjust its marketing strategy to invest in the future.

Millennials’ Home Away from Home: Why Not Cracker Barrel
The younger crowd gets comfortable at Starbucks or Panera with their laptops and coffee, taking advantage of the free WiFi hotspots and collaborative environments. They want to multitask. They want to socialize with their friends. They want to study for their exam or read the Wall Street Journal. Right now they can’t do those things over an “honest-to-goodness home-style meal”, so they’re not going to Cracker Barrel. If they are, they’re not lingering. The company’s mission is to please people. Imagine if Cracker Barrel expanded its marketing strategy to satisfy young people.

Coffee: More Choices
Cracker Barrel Premium Blend Coffee is currently the only coffee option on the menu. This may dissuade coffee lovers from frequenting the establishment. Cracker Barrel could consider contracts with regionally famous coffee roasters. Adding to the choices and quality would tempt younger patrons to try
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