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Cracker Barrel has an enthusiastic fan base among road trippers across the heartland and baby boomers alike, but the brand's biggest challenge is drawing in younger audiences.
"Cracker Barrel is a business that's doing well with really loyal fans, but we really need to attract that next generation of customers," said Don Hoffman, vp of marketing at Cracker Barrel.
The brand is trying to reach millennials through music and social media. During the lead up to last week's Academy of Country Music Awards, the company deviated from the typical brand activation and built the Cracker Barrel Content Creator Studio, which featured country music stars, beatboxing contests, dance offs and an Instagram-famous dog.
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