EXHIBIT 99.8
Marketing: Winning the Minds of Customers Simon Turner Chief Marketing Officer |
A Very Strong Brand |
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 |
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 |
What Creates Our "Atmosphere"? "Nostalgic" Decor and Merchandise |
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 |
High Quality Food "Homemade" "Homestyle" Actual taste of the food Healthy Food- Availability of Vegetables The Menu |
Brand Architecture |
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 ....all at a fair price. Brand Architecture |
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 |
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 are Local 74% of Local Dining Decisions Made Before Leaving Home Unaided Awareness for That Decision: 9% Conclusion: Raise Brand Awareness in Local Area |
Effective Advertising Traffic Building Programs |
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 |
A New Visual Experience! |
Winner of the 2007 Stevie Award at the American Business Awards for Best Outdoor Campaign Award-Winning Billboards |
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 |
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 |
Advertising: TV Spots |
FY08 Advertising Test Combined Radio and TV Effectiveness Work as Frequency Builder Communicate our Seasonal Promotion Items Communicating the Brand Promise |
Advertising: Radio Spots |
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 |
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 for the Holidays 2,100 by Fiscal Year-End |
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 + National Radio Broadcast + Major Media PR Innovative Country Music Program 36% of Guests are Avid Country Music Fans |
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 |
Q&A Simon Turner Chief Marketing Officer |