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Breakout Brands 2017: Holler & Dash

As culinary trends go, biscuits appear poised to take the cake.

Over the past year, Lebanon, Tenn.-based Cracker Barrel Old Country Store Inc. has tailored the old-fashioned biscuit house into a four-unit, fast-casual eatery called Holler & Dash.

The latest location opened in Brentwood, Tenn., in January, following the brand’s debut last March in Homewood, Ala., and subsequent locations in Tuscaloosa, Ala., and Celebration, Fla.

With expansion powered by the 641-unit family-dining Cracker Barrel operator, Holler & Dash plans to double its footprint this fiscal year.

Cracker Barrel CEO Sandra Cochran said in February that Holler & Dash will open four new locations this year.

“One of the objectives to the initial group of store openings was to look at different types of markets and different types of real estate to get a feel for how much appeal the brand had with a variety of consumers in a variety of real estate locations,” Cochran said.

Holler & Dash is testing a variety of sizes, ranging from 1,991 square feet in Tuscaloosa, to about 3,800 square feet in Brentwood. Seating ranges from 72 to more than 100.

Like Cracker Barrel, each restaurant offers a small selection of retail items for sale, but on a much smaller scale.

The menu has about a dozen biscuit sandwiches, spanning the most popular Kickback Chicken, to Andouille Hustle with sausage, as well as potato tot dishes. A Strawberry & Dash with whipped cream is available for dessert.

Breakout Factors:

  • This emerging concept gets strength and backing from parent company Cracker Barrel Old Country Store Inc.
  • The menu offers a new take on the Southern staple of biscuits.
  • Biscuits and locally-inspired sandwich fillings and toppings highlight regional Southern foods.

All photos courtesy of Holler & Dash

Update: March 17, 2017 This article has been updated with additional information about the chain.

Contact Ron Ruggless at [email protected]

Follow him on Twitter: @RonRuggless


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