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Cracker Barrel doubles down on value

cracker barrel exterior

As part of a renewed focus on value, Cracker Barrel will this spring debut a line of dinner LTOs to appeal to “price-sensitive” customers amid competitive discounting in the restaurant industry.

These meals—which include two sides and bread—will sell for $7.99, about $1 or $2 less than the average Cracker Barrel entree, Senior Vice President of Marketing Chris Ciavarra said on an earnings call Tuesday.

“We believe these offerings will complement our core menu country-dinner-plate category and highlight our already affordable items across our base menu,” CEO Sandy Cochran said, noting that “the need for Cracker Barrel to offer solid value and affordability remains high.”

Promotional messaging for the chain will also include a stronger emphasis on price, Ciavarra noted.

Value has become top of mind for a number of restaurant chains, as concepts have scrambled to provide their answers to the value meals being offered by competitors.

Comp sales at Cracker Barrel increased 0.6 percent during the second quarter of 2016. 

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