Sarah Moore on partnerships
From Cracker Barrel's CMO Sarah Moore on Reimagining Tradition · · OAAA
“Our recent partnership with NASCAR and Speedway Motorsports is a great example of amplifying who we are at our core, as we have massive overlap in our audiences and like-minded values.”
On , Sarah Moore, Senior Vice President & Chief Marketing Officer at CRACKER BARREL OLD CTRY STOR, spoke about partnerships during Cracker Barrel's CMO Sarah Moore on Reimagining Tradition on OAAA.
About Sarah Moore
In a May 2025 interview, Cracker Barrel Senior Vice President and Chief Marketing Officer Sarah Moore discussed the company's marketing strategy and brand evolution. Moore stated that Cracker Barrel is "in year one of a three-year transformation" and described a "two-prong strategy" of defending the brand's existing fan base while showing up for new audiences. She noted that the company is "driving consideration and reconsideration across new audiences in a way that is thoughtful and authentic," adding that the goal is "not about changing who we are, but stepping into the spotlight differently." Moore highlighted Cracker Barrel's out-of-home advertising, calling it "baked in our DNA" and noting the company is the "largest directional out of home advertiser" with over 1,350 billboards generating 56 million daily impressions. She described the brand's hospitality as "country hospitality" and said its 70,000 employees are "very much in service of the guest." Moore also cited a partnership with NASCAR and Speedway Motorsports as an example of amplifying the brand's core identity, and said the company uses digital and programmatic out-of-home advertising for local store marketing, day parting, and weather triggering.