Fast Casual: How Cracker Barrel Is Reaching Gen Y, Z Consumers through Fast Casual Concept

Cracker Barrel has found a way to tap into the youngest generations of American consumers with its new concept Holler & Dash. The fast casual concept is focused on serving southern style biscuits and other dishes to members of Generations Y and Z, which—as a recent article in Fast Casual notes—is a major departure from Cracker Barrel’s signature old-fashioned charm.

The purpose and intention behind Holler & Dash show that Cracker Barrel has done its research on Generations Y and Z. Younger consumers are interested in healthier and hand-crafted food that’s served in a friendly and convenient environment, and this concept allows the Cracker Barrel brand to tap into that audience without losing its established group of core customers. The brand says that the concept was even designed to go beyond fast casual, and was created in conjunction with a digital strategy that includes social media to enhanced consumer-facing technology.

In an article for Fast Casual, Holler & Dash’s chief operating officer wrote, “The need for speed, convenience, and choice is critical; offering our customers the ability to interact and place orders in various ways was important, be it an online order, face-to-face experience or through a kiosk. Our customers want total control over their customer journey. They may not always want to interact with waitstaff, but they are social, and enjoy interactive and group dining experiences.”