After launching last October, Cracker Barrel is getting ready to double its investment in its virtual brand The Pancake Kitchen by expanding to 200 locations by the end of 2022, roughly doubling the count from the start of the year, the company announced Thursday.
The delivery-only concept cooked in Cracker Barrel kitchens is meant to make eating breakfast all day easier for guests of the family-dining chain.
“The expansion of The Pancake Kitchen by Cracker Barrel is part of our plan to make it as easy and convenient as possible for guests to enjoy one of our most popular homestyle breakfast favorites — whether they want pancakes at breakfast, lunch or dinner time!” said Matthew Schaefer, Cracker Barrel’s senior director of strategy and innovation, in a statement. “As the trend in online ordering and partnership with on-demand delivery platforms continues, we are excited to evolve our strategy and offerings to ensure our guests are able to satisfy their cravings for ‘pancakes all flippin’ day.’”
The menu consists of classic Buttermilk Pancakes with flavors like Pecan, Blueberry, Confetti (fruity cereal) and Chocolate Chip, with the option to add famous Cracker Barrel sides like Loaded Hashbrown Casserole or Fried Apples.
The Pancake Kitchen expansion includes multiple phases. The brand is in 150 locations as of this week, with 50 of those being new, and plans to expand to 200 locations throughout this year.
During an earnings call in the fourth quarter of 2021 where CEO Sandy Cochran disussed The Pancake Kitchen, she said, “we remain confident that we can retain at least 60% of the growth in off-premises sales that we experienced during the pandemic.”
Cracker Barrel also has a virtual brand called Chicken ‘n Biscuits, which is currently in around 500 of its 660 brick-and-mortar locations, and ghost kitchen outposts that opened in October.