"When the chain's sales began to drop off around 2020, it made some changes to try to bring in younger diners, namely by selling alcohol. In the humble manner of the country store, Cracker Barrel introduced beer, wine, and mimosas. The offerings seem meager compared to the vast happy hours at other chain restaurants, but it was enough to get people in the door."
"Some customers complained online about the booze not aligning with the chain's audience, while others debated about whether alcohol has a place at Cracker Barrel. With an image based on Southern hospitality and homestyle cooking for the family, the self-described "Old Country Store" isn't exactly the place where you would expect to get a drink. The Southern chain attracted diners 65 and older, mostly rural folks"
Cracker Barrel added beer, wine, and mimosas after sales dipped around 2020 as a bid to attract younger diners. The modest beverage offerings contrasted with larger happy-hour programs at other chains but produced an uptick in younger customers in late 2022. The chain also rolled out a fall menu with items like butter pecan French toast bake, sausage and egg hashbrown casserole, and brown sugar lattes to broaden appeal. The changes prompted complaints from some older, rural patrons who felt alcohol conflicted with the chain's Old Country Store, family-oriented image.
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