By September 1997, Cracker Barrel had 314 restaurants, and aimed to increase the number of stores by approximately 50 per year over the following five years. The firm closed its Corner Market operations in 1997 and refocused on its restaurant and gift store locations. Its then president, Ron Magruder, stated that the chain was concentrating on strengthening its core theme, offering traditional foods and retail in a country store setting, with good service and country music. The chain opened its first restaurant and gift store not located near a highway in 1998, in Dothan, Alabama. In the 2000s, in the wake of incidents including charges of racial discrimination and controversy over its policy of firing gay employees, the firm launched a series of promotional activities including a nationwide book drive and a sweepstakes with trips to the Country Music Association Awards and rocking chairs among the prizes.
cracker barrels three strategies for strengthening its core
strengthening its core theme offering traditional foods and retail in a country store setting good service and country music