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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
USA

Cracker Barrel Old Country Store, Inc Contacts

Contacts (5/16)
Name Title State
Sandra C. President & Chief Executive Officer TN
Sample of Associated Brands
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Email: *****@*******.***
Main Phone: (615) 444-5533
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: Post Office Box 787
Lebanon, TN
37088-0787
USA

Chris C. Senior Vice President, Marketing TN
Don H. Vice President, Marketing TN
Stephen H. Director, Market Research & Menu Strategy TN
Desiree G. Director, Restaurant Marketing 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

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TV, Digital Opps: Cracker Barrel adds media flight to spring, boosting Hispanic marketing


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

Company: CBRL Group is CB's parent company.

Opportunity: Will run national paid media (TV & digital) in fiscal Q3 ended May 1 for the first time in order to support a new value-oriented dinner offer. Specifically, a four-week TV buy will begin around the middle of February, said marketing SVP Chris Ciavarra during the Q1 earnings call. This comes as CB boosts ad spend to 2.6% of revenue from 2.4% in fiscal 2015, opening up TV/digital dollars for the spring, historically the chain’s lowest buying period. As we’ve reported (research Havas, Chicago handles creative and media planning and buying, The List reports.

Furthermore, keep in mind that while radio investments are declining, CB still views billboard advertising as a “competitive advantage” and a “powerful marketing tool,” said Sandy Cochran, president and CEO, last year. In fact, CB reported in its most recent annual report that outdoor ads will represent about 41% of ad spend in fiscal 2016 ended July 31, almost even with fiscal 2015. 

Also, Hispanic sellers – CB continues to spend more on reaching this coveted demo. An ad campaign recently launched in the Southeast and Florida targeting Hispanic demos, after the chain identified opportunities to more effectively reach the Hispanic market. The campaign, launched at the end of October, included seven weeks of local Spanish TV and radio advertising, along with digital and social Spanish language marketing. Sandy Cochran, president and CEO, said during the Q1 earnings call that CB will continue to focus on “this important market segment in coming quarters,” so look for Hispanic ad spending to be up next year.

Additional Information 

Media Spend: CB allocated $68.7 million towards advertising in fiscal 2015 ended August, up from $63.7 million, $60 million and $56.2 million in fiscals 2014, 2013 and 2012, respectively, according to filings with the SEC. 

TV Breakdown: Since January, $8.7 million has gone to national TV buys (see targeting right), which began in June, according to iSpot.tv. This is about double what CB spent in 2014, when buys also began in June.

Digital Breakdown: CB’s display presence is still relatively low compared to other casual dining chains, but it’s much higher over last year. Since January, 20 standard ads, two high impact ads and six video ads have run on 613 publishers (78% mobile), 73% of which was placed site direct compared to programmatically.

Mobile is primarily running on education and news sites, led by ehow.com, spanishdict.com, elnuevoherald.com and mundodeportivo.com, Moat reports. Desktop centers on entertainment, news and food & drink sites.

CB’s six video ads this year have appeared on 450 publishers. Marthastewart.com is the top targeted site, floowed by moddb.com, screenrant.com, aroundme.com, bravotv.com and swiftly.com.

chris.ciavarra@crackerbarrel.com