• Cracker Barrel Heads West

    Cracker Barrel has been expanding out west.  In the last two years the company has opened stores in Portland and Las Vegas.   Earlier this week Cracker Barrel opened a store in Victorville, California.  The company will add a store in Sacramento later this year.   Here’s the press release.

    This is important news for out of home advertisers.  Cracker Barrel spent $84 million on advertising during 2017, $28 million of which was out of home.  Here’s a quote from Cracker Barrel’s 2017 10k:

    “We employ multiple media to reach and engage our guests.  Outdoor advertising (i.e., billboards and state department of transportation signs) is the largest advertising vehicle we use to reach our traveling and local guests. In 2017, we had over 1,600 billboards and this expenditure accounts for approximately one-third of total advertising spend annually.   We believe we are among the top billboard advertisers in the restaurant industry…”

    Insider notes that Cracker Barrel is spending an average of $1,459 per month per face based on the numbers above.  The company’s out of home spend is managed by Buntin Out-of-Home Media.

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