Cracker Barrel Old Country Store CBRL · USD
Consumer Discretionary · US listing · 🇺🇸 United States
66.95
+3.30%
Close of 9 Nov 2026, in USD
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About Cracker Barrel Old Country Store
From its filings with the US Securities and Exchange Commission
Cracker Barrel Old Country Store is based in Lebanon, Tennessee and is incorporated in Tennessee. Its shares trade on Nasdaq under the ticker CBRL. The SEC classifies its business as retail-eating places. In the fiscal year to 31 July 2026, it reported revenue of $3.32bn and net income of $31.7m. At that date it held total assets of $2.02bn and shareholders' equity of $478.2m.
Cracker Barrel Old Country Store, Inc. is principally engaged in the operation and development of the Cracker Barrel Old Country Store® concept (“Cracker Barrel”). Originally founded in 1969, we are headquartered in Lebanon, Tennessee and are organized under the laws of the State of Tennessee.
Our Cracker Barrel stores are intended to appeal to both the traveler and the local customer, and we believe they have consistently been a consumer favorite. We pride ourselves on our consistent quality, value and friendly service. As of September 11, 2026, no Cracker Barrel stores were franchised.
During 2026, we faced challenges related to negative publicity from brand initiatives related to our previously-announced strategic plan, including the launch of a new logo and modern test store remodels, to which we responded by returning to our former logo and discontinuing the modern test store remodels during the first quarter of 2026.
Store Format: The format of our stores consists of a trademarked rustic old country-store design offering a full-service restaurant menu that features home-style country food and a wide variety of decorative and functional items such as rocking chairs, holiday and seasonal gifts, toys, apparel, cookware and foods. All stores are freestanding buildings and consist of approximately 20% of gift shop space with the remainder dedicated to our restaurant, training and storage space.
Quoted from its 10-K, filed 25 Sept 2026. Read the filing on SEC.gov ↗
Company facts
- Sector
- Consumer Discretionary
- Industry
- Hotels, Restaurants & Leisure
- Listed since
- 5 Nov 1981
- Employees
- 76,730
- Website
- crackerbarrel.com ↗
- Head office
- 305 HARTMANN DRIVE, LEBANON, TN, 37087-4779
- Incorporated in
- TN
- Classification
- Retail-Eating Places
- Filer status
- Large accelerated filer
Leadership
Pay as last reported
- Mr. Carl BerquistIndependent Chairman of the Board$380,955
- Ms. Julie MasinoPresident, Chief Executive Officer, Director, since 2023$6.4m
- Mr. Craig PommellsChief Financial Officer, Senior Vice President$2.3m
- Ms. Donna RobertsChief Human Resources Officer, Senior Vice President$2.2m
- Mr. Bruce HoffmeisterSenior Vice President, Chief Information Officer
- Ms. Sarah MooreSenior Vice President, Chief Marketing Officer
- Mr. Richard WolfsonSenior Vice President, General Counsel, Corporate Secretary$1.7m
- Mr. Christopher EdwardsSenior Vice President, Chief Strategy Officer
- Mr. J. Mark SpurginSenior Vice President, Chief Restaurant Supply Chain Officer
- Mr. Brian VaclavikPrincipal Accounting Officer, Vice President, Corporate Controller
- Ms. Jody BilneyIndependent Director$248,055
- Mr. Stephen BramlageIndependent Director$70,840
Environmental, social and governance
Scores out of 100, from our data supplier
- Overall
- 78
- Environment
- 61
- Social
- 99
- Governance
- 73
- Direct emissions (scope 1)
- 90,201 t
- Energy emissions (scope 2)
- 239,308 t
- Women in the workforce
- 68%
- Carbon reduction policy
- No
- Human rights policy
- Yes
SWOT analysis
AI-generated by our data supplier. Not written or checked by our editors.
Strengths
- Cracker Barrel Old Country Store Inc possesses several strengths that contribute to its success and competitive advantage. Firstly, the company has a strong and recognizable brand presence, known for its rustic, Southern charm and comfort food. This helps to attract a loyal customer base.
- Secondly, Cracker Barrel operates a unique and differentiated business model by combining a restaurant with a retail store, offering a distinctive experience to customers. This duality provides the company with multiple revenue streams.
Weaknesses
- Despite its strengths, Cracker Barrel Old Country Store Inc also faces certain weaknesses that could hinder its growth and performance. One notable weakness is the limited geographic presence of the company, with most of its stores located in the United States. This restricts its potential customer base and growth opportunities.
- Additionally, Cracker Barrel heavily relies on a specific theme and ambiance, which may not resonate with all demographics or be easily adaptable to changing consumer preferences. This may limit its ability to attract a broader range of customers.
Opportunities
- Cracker Barrel Old Country Store Inc has several potential opportunities for further growth and expansion. Firstly, the company could explore international markets to expand its footprint beyond the United States. This would allow it to tap into new customer segments and diversify its revenue sources.
- Furthermore, there is an opportunity for Cracker Barrel to enhance its menu by incorporating healthier and more diverse food options to appeal to health-conscious consumers. This could help attract a broader customer base, including millennials, who prioritize healthier eating habits.
Threats
- Despite its strengths, Cracker Barrel Old Country Store Inc faces various threats that could impact its performance and profitability. One significant threat is the intense competition in the restaurant industry, both from established chains and local eateries. This could potentially lead to a loss of market share.
- Additionally, changes in consumer preferences and trends could pose a threat to Cracker Barrel's traditional, nostalgia-driven brand image. If the company fails to adapt and innovate according to evolving customer demands, it may struggle to retain and attract customers effectively.
Sources and methodology
- Data on this tab
- Our data supplier
- Chart on the Overview
- TradingView
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