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A different drum: rebranding
C racker Barrel may not be a household name to everyone in South Africa, but if you have travelled in America, it is unmissable. Basically, it’s a family restaurant located on the highways, equipped with a small, distinctive style of clothing, memorabilia and even furniture. It was founded in 1969, although you could have easily mistaken it for 1776! In fact, you would not have been far wrong: from around the time of independence, stores of that ilk were dotted all around the
Southern states, becoming a place where people congregated randomly and chatted. Barrels of soda crackers, sold in stores across the south, became the equivalent of today’s coffee machine in the office. The concept, therefore, is entrenched in the country store of the eighteenth century, from the signage to the architecture, the rocking chair on the stoep, the merchandise, and, of course, the menu. Biscuits and gravy, grits and country ham are staples, and if
By Paul Simpson : Retail Property Strategies
Cracker Barrel Old Country Store
October 2025 | Issue 141 | Asset Magazine 285
284 Asset Magazine | Issue 141 | October 2025
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