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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
***********
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

Jill G. Senior Vice President & Chief Financial Officer TN
Don H. Senior 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, Out of Home 1980 present
******* ****** *** ******* *****, ***. ******* Public Relations 2015 present
******* ****** *** ******* *****, ***. ***** ***** ***** Media Buying, Media Planning 2010 present
******* ****** *** ******* *****, ***. ***** ***** ***** Media Buying, Media Planning 2010 present

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WinmoEdge

Digital, TV Opps: Cracker Barrel to increase marketing spend (Score 63)


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

Company: CBRL Group is CB's parent company.

Opportunity: During the Q4 earnings call, CB CEO Sandy Cochran said the chain plans to increase advertising spend in fiscal 2017, ended July 31. Specifically, CB will focus on the system-wide implementation of the new "Heat n' Serve" holiday meal program. Per Cochran, the "large party off-premise" category represents an opportunity for growth and CB is currently working on  making further improvements to its menu packaging, marketing and customer journey.

Marketing SVP Chris Ciaverra added that CB has been adjusting its marketing approach, trying to "drive a lot more call to action." Both Cochran and Ciaverra mentioned that CB has been working to broaden its target demographic to include millennials and multicultural groups. To that end, CB has been adjusting its media channels and programming to better reach these audiences. This includes putting creatives in new channels, such as Snapchat. CB's creative, stated Ciaverra, is moving toward featuring a product more predominantly, which gives people an immediate reason to visit.

Additionally, CB has adjusted its commercials rom :30s to :15s, which he said drives more reach and frequency. Cochran also called out this summer's Campfire promotion, a fully-integrated marketing campaign featuring billboards, product-specific national advertising, in-store marketing and social content. He said CB believes this strategy "better resonated" with guests and CB plans to incorporate this approach into its 2017 advertising strategy (so use it as a blueprint of sorts). Read more about the campaign here

The Buntin Group handles OOH media buying and planning. 

Additional Information

Holler and Dash: In FY 2017, CB currently plans to open four or five additional H&D locations in markets such as Orlando and Nashville. Read more about H&D here.

Target Audience: According to here).

Media Spend: According to Kantar Media, CB spent $41.9 million on measured media in 2015. OOH ads made up just over half of this - 54.1%. The remainder went mostly to broadcast ads. 

National TV Spend:  So far in 2016, CB has spent $7.1 million to air four national TV spots. See chart below for 2016 show targeting and keep in mind that while ads were run here and there during Q1, CB really began deploying spots in mid-March (with the summer seeing the most spend). For the same period 2015 (Jan. 1 – Sept 14), CB spent $4.9 million on national TV ads. Sellers, CB traditionally spends the bulk of its national TV spend in Q4, so there could be some last-minute dollars available here. 

ISpot reports that CB spent $11.03 million on national TV ads last year – down slightly from $12.3 million in 2014. Looking at show targeting from last year, agency readers who can help CB refine its media buys to actually get in front of the audience they purport to want to attract will likely be received favorably. 

Digital Breakdown: Per Pathmatics, CB has spent $31,000 on 12 desktop ads so far this year (2.7 million impressions). Sellers, almost all of these ads were placed site direct (91%) during the summer (Campfire campaign). The remainder were placed through RadiumOne's network (9%).

Top ad destinations include: purewow.com, instructables.com, att.yahoo.com and vrbo.com. 

This year, CB has spent $1,200 on two mobile ads (127,000 impressions) and $164,200 on five video ads (20.6 million impressions). All of these video ads were placed through DSP Affiperf, Havas's trading desk. Top destinations included realtor.com, xda-developers.com, throughtcatalog.com, firstforwomen.com and rickey.org.

For all of 2015, CB spent $127,000 on desktop, mobile and video ads combined. Note that mobile spend has decreased in 2016 (from $7,400 in 2015), while desktop has increased (from $2,600 in 2015).

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

Chris Ciavarra
Senior Vice President, Marketing – Cracker Barrel
Direct Dial: (615) 444-5533 ext. 4390
chris.ciavarra@crackerbarrel.com