Cracker Barrel Features Private Brand.


This past weekend my family and I spent the weekend in Greenville, South Carolina, attended the wedding of a friend and visited the in laws.  With two kids in the car for the one and a half hour drive, we often find ourselves at a roadside Cracker Barrel. The restaurants are reliable, kid friendly and not fast food, so my kids love them. After eating we browsed the country store, there is a lot to look at and the retro candy, toys and knick knacks are magnets for two little girls.

And there it was, Cracker Barrel Private Brand, classic packaged goods given the Cracker Barrel treatment. The packaging was well done and clearly articulated the Cracker Barrel brand; the products where directly relevant to the brand established by the restaurant experience. The vintage hominess of it worked and it left me wondering why they hadn’t launched it in grocery.  Numerous restaurants from Bob Evans to California Pizza Kitchen have rushed to the grocery shelf.

Or maybe the question should be, “Why hasn’t a grocer cut an exclusive deal with Cracker Barrel?” The brand could differentiate a mid tier grocer and for many of them would play right into their customer base and their retail brand.

Who’s up for the challenge?

Kroger, Food Lion, Winn-Dixie


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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.