Cracker Barrel isleveraging the value of its brand entering the grocerant niche. Ready-2-eat and heat-N-eat fresh and preparedfood continues to grow in popularity. Restaurants must understand that ouronmichannel retail word expands sale opportunities.
John Morrell FoodGroup, a subsidiary of Smithfield Foods and Cracker Barrel Old Country Stores have entered into a licensing agreement. That agreement will create a platform for Cracker Barrel products to beavailable in grocery stores and mass merchandisers within the US.
Carefully carvingout its own niche Cracker Barrel will sell “ham, bacon, assorted lunch meats,glazes, jerky and summer sausage at retail outlets”. This will be the first step in the multi-yearcontract with John Morrell. SandraCochran, Cracker Barrel chief executive officer stated "We welcome thisopportunity to extend our brand beyond our physical stores, which is onecomponent of our strategic plan which also includes enhancing our operatingcore and expanding our footprint by adding additional stores."
Success does leaveclues and creating an integrated brand marketing messaging strategy thatincludes new points of distribution within the grocerant niche is critical inour onmichannel retail world is one clue. Integrating Foodservice Solutions® 5 P’s of food marketing into theoverall strategy is another.
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