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Cracker Barrel Old Country Store, Inc | Company Profile, Marketing Contacts, Media Spend, Brands

 CBRL Group Inc., headquartered in Lebanon, TN, is a holding company that operates and develops the Cracker Barrel Old Country Store restaurant and retail concept. The company currently operates over 550 Cracker Barrel restaurants and gift shops in about 40 states.

Main Telephone (615) 444-5533
Main Fax (615) 443-9511
Primary Address
Post Office Box 787
Lebanon, TN 37088-0787

Cracker Barrel Old Country Store, Inc Contacts

Contacts (5/16)
Name Title State
Sandra C. President & Chief Executive Officer TN
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (615) 444-5533
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: Post Office Box 787
Lebanon, TN

Don H. Vice President, Marketing TN
Stephen H. Director, Market Research & Menu Strategy TN
Desiree G. Director, Restaurant Marketing TN
M.Janella E. Head, Corporate Communications TN

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Cracker Barrel Old Country Store, Inc. ********

Agency Relationships

Brand Agency Service From To
******* ****** *** ******* *****, ***. *** ****** ***** media buying & planning 1980 present
******* ****** *** ******* *****, ***. ******* Public Relations 2015 present
******* ****** *** ******* *****, ***. ***** ***** ***** Media Buying, Media Planning unknown present
******* ****** *** ******* *****, ***. ***** ***** ***** Media Buying, Media Planning unknown present

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Digital, TV, OOH, Social Opps: Cracker Barrel set to launch summer marketing campaign ‘in as many channels as possible' (Score 63)

Subject: digital, TV, outdoor, Hispanic, social media, online

Company: CBRL Group is CB's parent company.

Opportunity: As we told you in February (

According to CB’s VP of marketing Don Hoffman, the promotion will run through Aug. 14. He added that CB wanted to hit “as many marketing channels as possible” for the promotion this year. These channels include: OOH, in-store, Spanish-language radio ads (in Hispanic markets), social media (including its first Snapchat buy), etc. He explained to Nation’s Restaurant News that: “The idea in marketing now is not to take one creative idea and spread it across different channels. It’s to write dedicated and unique content for each channel that [its] guests consume. That’s a first for our company.”

With this in mind, CB has created specific video for the channels that each will run on, such as YouTube, Facebook and other paid media buys.

Sellers should note that CB is increasing marketing investments gradually through 2017, so there should be plenty of dollars available, especially to those who can get the CB brand in front of a younger audience.  CB is also continuing its efforts to appeal to a younger audience via paid and owned digital media, a recent departure from the outdoor ad dominated eatery. Cracker Barrel is also opening the new Holler & Dash concept, targeted to a younger, urban base (more here). 

The Buntin Group handles OOH media buying and planning. 

Additional Information

Split CMO Duties: In April, we told you about how CB split its CMO function between VP of marketing Don Hoffman and SVP Chris Ciavarra (more

Target Audience: According to StatSocial, majority of CB’s audience is 35+ (56.4%). Therefore, CB is focusing on appealing to younger Millennials and Hispanic audiences (more here).

Media Spend: According to Kantar Media, CB spent $34.03 million on measured media in 2015. Most of this was allocated to broadcast ads ($15.6 million) and OOH ads ($18.1 million).

National TV Spend:  So far in 2016, CB has spent $1.8 million to air three national TV spots. See chart for 2016 show targeting and keep in mind that while ads were run here and there during Q1, CB really began deploying these spots in mid-March.. For the same period 2015 (Jan. 1 – May 17), CB did not run any national TV.

Digital Breakdown:  reports that CB ran 20 display ads on 175 publishers in 2015 (75% mobile). Top ad destinations included,, and (71% placed site direct versus programmatic). CB also ran two high impact and six video ads last year.

305 Hartmann Dr. 
Lebanon, TN 37087 
(615) 444-5533 

Chris Ciavarra
Senior Vice President, Marketing – Cracker Barrel
(615) 444-5533 ext. 4390 (direct) 

Don Hoffman 
Vice President, Marketing
(615) 444-5533

Desiree Graham 
Director, Restaurant Marketing
(615) 444-5533 ext. 4155 (direct)