Cracker Barrel Old Country Store, Inc. · NASDAQ:CBRL
Cracker Barrel Old Country Store — CBRL Group — Investor Day (October 2007)
24 slides from Cracker Barrel Old Country Store's investor day presentation, Oct 3, 2007
Slide 1: Marketing: Winning the Minds of Customers
Marketing: Winning the Minds of Customers Simon Turner Chief Marketing Officer
Slide 2: A Very Strong Brand
A Very Strong Brand wi eG SN Old conn See? Half Restaurant. Half Store. All Country. Next Exit =a
Slide 3: What Creates Our "Atmosphere"? "Country Place"
What Creates Our "Atmosphere"? "Country Place" - a Porch with Rockers and a Dining Area with a Fireplace, Wood Tables and Chairs, Table Lamps and Country Food
Slide 4: What Creates Our "Atmosphere"? "Southern Hospitality"
What Creates Our "Atmosphere"? "Southern Hospitality" - Friendly Staff to Welcome and Serve You as a Good Friend in Both the Restaurant and the Gift Shop
Slide 5: What Creates Our "Atmosphere"? "Nostalgic" Decor and Merchandise
What Creates Our "Atmosphere"? "Nostalgic" Decor and Merchandise
Slide 6: The Menu: "Country" and somewhat "Southern"
The Menu "Country" -- and somewhat "Southern", "Homestyle", "High Quality" and "Unique" The Names (Uncle Herschel) Specific Foods (Pork Chops, Grits) Preparation (Fried/Breaded) Flavors (Smoked) Portion Sizes
Slide 7: High Quality Food
High Quality Food "Homemade" "Homestyle" Actual taste of the food Healthy Food- Availability of Vegetables The Menu
Slide 8: Brand Architecture
Brand Architecture
Slide 9: Brand Promise
Brand Promise Cracker Barrel provides a friendly home-away-from-home in our old country store and restaurant. Our guests are cared for like family while relaxing and enjoying real home-style food and shopping that's surprisingly unique, genuinely fun and reminiscent of America's country heritage ...
Slide 10: Distribution of Cracker Barrel Guests
Of Customers Of Customers Of Customers 26 23 51 Medium Users (17% of Visits) Distribution of Cracker Barrel Guests Heavy Users (76% of Visits) Light Users (7% of Visits) 26% of Guests 23% of Guests 51% of Guests
Slide 11: Market Research Highlights
Market Research Highlights Opportunities Guest Average Age: 51 One of Largest Demographic Groups, Baby Boomers, is the Center of our Customer Base Conclusion: Embrace Current Guests But Attract Young Families Strongly Associated with Travel Unaided Awareness while Traveling: 24% About 60% of Guests
Slide 12: Effective Advertising Traffic Building Programs
Effective Advertising Traffic Building Programs
Slide 13: Billboards That Will Be Seen
Billboards That Will Be Seen Historically: 50%+ of Marketing $ for Billboards 1,500 Boards Nationally Second Largest Restaurant Outdoor Advertiser Brown-on-Gold Colors & Variations of Logo Used for 37 Years
Slide 14: A New Visual Experience!
A New Visual Experience! ry s Aes Voted America’s Best Family Dining for)4 Years. Next Exit = AS Se Sf Down home. Comin’ Exit 90-Turn Bi ~ pth, r a ''.. 2 Home style. Comin right up: ‘Tables for two. Comin’ right up. Exit 90-Turn Right Exit 90-Turn Right rhe : so Apes say A ae JG p Warm welcomes. Co
Slide 15: FY2008 Billboard Plan
FY2008 Billboard Plan Maintain the "Stevie" Winning Best Outdoor Advertising Campaign through FY2008 Research/Test Improved/Alternative Campaign Ideas Begin Vinyl Renewal May 2008 Test Multiple Local, Small Non-permanent Billboards around New and Off-interstate Stores
Slide 16: FY08 Advertising
FY08 Advertising Raise LOCAL Awareness and Test TV for Media Efficiency beginning October 1 Greenville, SC Indianapolis, IN Jacksonville, FL Lexington, KY Louisville, KY Nashville, TN Communicating the Brand Promise
Slide 17: Advertising: TV Spots
Advertising: TV Spots
Slide 18: FY08 Advertising Test
FY08 Advertising Test Combined Radio and TV Effectiveness Work as Frequency Builder Communicate our Seasonal Promotion Items Communicating the Brand Promise
Slide 19: Advertising: Radio Spots
Advertising: Radio Spots
Slide 20: Seasonal Menu Promotion
Seasonal Menu Promotion Provide Consistent Brand Imagery Throughout the Restaurant and Retail Environment Five Seasonal Windows Fall Holiday Winter Spring Summer Menu Items Chosen for Seasonal Fit, Appeal and Margin
Slide 21: Gift Cards
Gift Cards Increased sales 24% to $63 million in FY 07 3rd Party Business Expansion Launched Fall 2006 11,300 Retailers in FY07 Plan to Double Number of Retailers by Year-End FY08 Additional Retailers include Kroger, Rite Aid, Sam's Club Launching 3rd Party Cards in Wal-Mart in FY08 640 Locations fo
Slide 22: Country Music Program Objectives and Results
Objectives: Build Profitable Retail Sales Attract New Guests through the Artist's Association and Availability of Exclusive CD Generate Positive PR Strengthen the Brand's Country Image Results: More Than 3 million CDs Sold Extensive PR + Awareness Songs of the Year Televised Concert on GAC + Nationa
Slide 23: Summary: Traffic Building Programs
Award Winning Billboards TV and Radio Tests Seasonal Menu Expanding Gift Card Program Building Music Awareness and Relevance Program Traffic Building Programs Increased Awareness and Relevance of a Great Brand Drive Increased Traffic and Sales
Slide 24: Q&A
Q&A Simon Turner Chief Marketing Officer