Cracker Barrel's Slogans & Taglines

Cracker Barrel Old Country Store, Inc., doing business as simply Cracker Barrel, is an American chain of restaurant and gift stores with a Southern country theme. Founded on September 19, 1969, in Lebanon, Tennessee, by Shell Oil representative Dan Evins, the concept was designed to serve highway travellers seeking hearty, scratch-made meals and a nostalgic retail experience. The first location was attached to a gas station, though fuel sales were phased out during the 1970s oil crisis. The company went public in 1981 and grew to more than 660 locations across 45 states, attaining a $1 billion market value by 1992. Its core offerings centre on traditional Southern comfort food—breakfast served all day, chicken and dumplings, meatloaf, and biscuits—alongside an attached country store selling rocking chairs, vintage décor, and regional candies. Rooted in the mission of "Pleasing People" since its inception, the brand launched the "All the More" campaign in 2025 to refresh its menu and décor while honouring its heritage.