Cracker Barrel Rebuilds Image

Jahfin · Post by **Jahfin** » July 13, 2005 3:06 pm

From the Richmond Times-Dispatch:
http://www.timesdispatch.com/servlet/Sa ... 1783648974

Restaurant chain seeks to overcome the stigma caused by bias lawsuits, U.S. inquiry

NASHVILLE, Tenn. -- Fifteen years after it was first accused of mistreating minorities, Cracker Barrel Old Country Store still faces the stigma. It belies the welcoming facade created by rocking-chair-filled porches at the chain's restaurants.

Numerous lawsuits and a federal inquiry later, the company has taken steps to rebuild its folksy image. Some measures were required by a settlement with the Justice Department after it investigated Cracker Barrel's treatment of minority customers. But the company also has begun new outreach to minorities on its own, including a program begun this year to help Spanish-speaking employees learn English.

The company's moves are an effort to recover from long-standing complaints of racist and anti-gay behavior, including claims of refusing to serve black customers, discriminating against minority workers and firing gay employees.

Critics credit the company, based in the Nashville suburb of Lebanon, with moving in the right direction, but they say there is still work to be done.

"From what I've seen, these people have taken steps to proactively address problems they've had in the past," said Gerry Fernandez, president of the Multicultural Food Service and Hospitality Alliance, a group that promotes diversity in the restaurant industry.

Cracker Barrel, a subsidiary of CBRL Group Inc., last year agreed to pay $8.7 million to settle federal lawsuits in Georgia alleging that black customers were subjected to racial slurs, were denied service or were segregated in smoking sections.

Last year, Cracker Barrel settled a Justice Department lawsuit with similar claims by agreeing to a number of operational changes but without admitting wrongdoing or paying fines or penalties.

Cracker Barrel was ordered to improve its employee diversity training, create a department to investigate discrimination complaints and hire an outside expert and testing company to make sure it complies with the settlement.

Despite the controversy that has bruised the image of a company built on a Norman Rockwell image and down-home cooking, CBRL Group has seen its share price hover near its mid-1990s peak -- $42 per share, said Sue Perram, a restaurant analyst for Nashville-based Avondale Partners. The stock had bottomed out near $10 per share between 1998 and 2000, during the height of the lawsuits alleging racism.

Perram said Cracker Barrel has done well because it is unique and more affordable than other casual dining outlets.

From the year-earlier period, CBRL Group posted a 3.1 increase in profit for the fiscal third quarter that ended April 29. Revenue was up 7 percent to $628 million but short of the $633.5 million analysts expected.

Cracker Barrel grew from one restaurant in 1969 into 526 full-service restaurants and gift shops in 41 states, mostly in the Southeast, Midwest, mid-Atlantic and Southwest. It went public in 1981.

Chris Tomasso, vice president of marketing, noted that Cracker Barrel is a sponsor of several minority-oriented groups and events, including the 100 Black Men of America conference in New Orleans this month. But he added that the sponsorships were under way before the lawsuits were settled.

The company also has joined two other restaurant chains to test Sed de Saber (Thirst for Learning), an interactive learning program to teach English to Spanish-speaking employees.

"There are activities we've been doing all along that we don't normally talk about," Tomasso said. "We're not out there beating our chests and saying how great we are. . . . We like to think our work and efforts will speak for themselves."

Those efforts are still viewed with skepticism in some quarters.

"Cracker Barrel has come a long way, but they still have a long way to go," said Daryl Herrschaft, a deputy director with the Human Rights Campaign, a gay and ------- advocacy group.

"We're gratified they reversed course and added sexual orientation to their hiring and nondiscrimination policy," Herrschaft said. "It did take them almost 10 years to do so. I think there's a lot of gays who still cringe when they drive by that Cracker Barrel sign on the highway."

UAHparrothead · Post by **UAHparrothead** » July 13, 2005 3:13 pm

I haven't seen much decline in Cracker Barrel's business, every time I have eaten at or gone by a Cracker Barrel it has been full.

ParrotheadGator · Post by **ParrotheadGator** » July 13, 2005 3:25 pm

UAHparrothead wrote:I haven't seen much decline in Cracker Barrel's business, every time I have eaten at or gone by a Cracker Barrel it has been full.

the one by me is always packed.

I think most of their food is a bad excuse for country cooking though. I'd rather eat my Grandma's cooking than anything cracker barrel calls "country".

But their cheesy hashbrowns rule!

Cubbie Bear · Post by **Cubbie Bear** » July 13, 2005 3:27 pm

Don't call me "cracker", Honky

UAHparrothead · Post by **UAHparrothead** » July 13, 2005 3:30 pm

ParrotheadGator wrote:
UAHparrothead wrote:I haven't seen much decline in Cracker Barrel's business, every time I have eaten at or gone by a Cracker Barrel it has been full.
the one by me is always packed.

I think most of their food is a bad excuse for country cooking though. I'd rather eat my Grandma's cooking than anything cracker barrel calls "country".

But their cheesy hashbrowns rule!

I'll agree to that, you can't beat Grandma's cooking

Ilph · Post by **Ilph** » July 13, 2005 3:43 pm

I've never seen a Cracker Barrel that wasn't busy. But I've also never been to a Cracker Barrel who had food worth a damn, either.

Cubbie Bear · Post by **Cubbie Bear** » July 13, 2005 3:44 pm

I thought it was pretty good, till they downsized the portions

sy · Post by sy » July 13, 2005 3:46 pm

Ilph wrote:I've never seen a Cracker Barrel that wasn't busy. But I've also never been to a Cracker Barrel who had food worth a damn, either.

What exactly is the big draw to Cracker Barrel? Their food is rather mediocre, and the prices aren't anything out of the world? The atmosphere isn't even that great.

Ilph · Post by **Ilph** » July 13, 2005 3:49 pm

sy wrote:
Ilph wrote:I've never seen a Cracker Barrel that wasn't busy. But I've also never been to a Cracker Barrel who had food worth a damn, either.

What exactly is the big draw to Cracker Barrel? Their food is rather mediocre, and the prices aren't anything out of the world? The atmosphere isn't even that great.

People must have a secret desire to eat with truckers and my Grandma in the same room.

RinglingRingling · Post by **RinglingRingling** » July 13, 2005 3:52 pm

Ilph wrote:I've never seen a Cracker Barrel that wasn't busy. But I've also never been to a Cracker Barrel who had food worth a damn, either.

almost "technicolour erpped" the first time I had a burger there (and that was the last time I was in one), they are certainly generous with their use of mayo....

Ilph · Post by **Ilph** » July 13, 2005 3:55 pm

RinglingRingling wrote:
Ilph wrote:I've never seen a Cracker Barrel that wasn't busy. But I've also never been to a Cracker Barrel who had food worth a damn, either.
almost "technicolour erpped" the first time I had a burger there (and that was the last time I was in one), they are certainly generous with their use of mayo....

That's not mayo....

RinglingRingling · Post by **RinglingRingling** » July 13, 2005 4:05 pm

Ilph wrote:
RinglingRingling wrote:
Ilph wrote:I've never seen a Cracker Barrel that wasn't busy. But I've also never been to a Cracker Barrel who had food worth a damn, either.
almost "technicolour erpped" the first time I had a burger there (and that was the last time I was in one), they are certainly generous with their use of mayo....
That's not mayo....

then I probably shouldn't have struggled to keep it inside...

Ilph · Post by **Ilph** » July 13, 2005 4:07 pm

RinglingRingling wrote:
Ilph wrote:
RinglingRingling wrote:
Ilph wrote:I've never seen a Cracker Barrel that wasn't busy. But I've also never been to a Cracker Barrel who had food worth a damn, either.
almost "technicolour erpped" the first time I had a burger there (and that was the last time I was in one), they are certainly generous with their use of mayo....
That's not mayo....
then I probably shouldn't have struggled to keep it inside...

Cubbie Bear · Post by **Cubbie Bear** » July 13, 2005 4:10 pm

Anything other than breakfast is not very good. With the small portions, even b-fast is over priced

Sidew13 · Post by **Sidew13** » July 13, 2005 4:21 pm

I have never had a problem with any food from CB. Breakfast/Lunch/Dinner it has ALL been good. In South Carolina, Georgia, North Carolina, Tennessee, or Florida NO PROBLEMS

RinglingRingling · Post by **RinglingRingling** » July 13, 2005 4:32 pm

Sidew13 wrote:I have never had a problem with any food from CB. Breakfast/Lunch/Dinner it has ALL been good. In South Carolina, Georgia, North Carolina, Tennessee, or Florida NO PROBLEMS

That wasn't mayo....

ph4ever · Post by **ph4ever** » July 13, 2005 4:34 pm

RinglingRingling wrote:
Sidew13 wrote:I have never had a problem with any food from CB. Breakfast/Lunch/Dinner it has ALL been good. In South Carolina, Georgia, North Carolina, Tennessee, or Florida NO PROBLEMS
That wasn't mayo....

what was it??

Ilph · Post by **Ilph** » July 13, 2005 4:48 pm

ph4ever wrote:
RinglingRingling wrote:
Sidew13 wrote:I have never had a problem with any food from CB. Breakfast/Lunch/Dinner it has ALL been good. In South Carolina, Georgia, North Carolina, Tennessee, or Florida NO PROBLEMS
That wasn't mayo....

what was it??

You don't want to know.

RinglingRingling · Post by **RinglingRingling** » July 13, 2005 4:51 pm

ph4ever wrote:
RinglingRingling wrote:
Sidew13 wrote:I have never had a problem with any food from CB. Breakfast/Lunch/Dinner it has ALL been good. In South Carolina, Georgia, North Carolina, Tennessee, or Florida NO PROBLEMS
That wasn't mayo....

what was it??

I have no idea. I was just told they don't use mayo. They sure don't mention it on the menu...

ejr · Post by **ejr** » July 13, 2005 4:57 pm

They do always seem to be really busy when I drive by them on the highway, but there are some of us who have been boycotting them for years because of these problems. I hope they have changed their way, because a couple of trips I take regularly have one located where it would be extremely convenient to stop; I just have not yet done it.

And couldn't they come up with a better name???

Thanks for the article, Jahfin.