Cracker Barrel expands virtual brand

A plate of fried chicken.

Written by James Shea

National restaurant chains continue to expand virtual brands. Cracker Barrel is the latest. The company relaunched a virtual brand called Chicken n’ Biscuits. The brand offers chicken, mac and cheese and biscuits at 400 locations. Delivery is done through DoorDash, Uber Eats and Grub Hub

“For years, the debate around ‘the best chicken sandwich’ has been growing, and Chicken n’ Biscuits by Cracker Barrel is excited to enter the competition with our new Homestyle Chicken Sandwich,” said Matthew Schaefer, Cracker Barrel Senior Director of Strategy and Innovation. “The best part is that guests can enjoy this new sandwich plus other homestyle comfort food made with care like Hand-Breaded Fried Chicken Tenders or scratch-made biscuit beignets right at home through their favorite on-demand delivery partners.”

Chili’s, Applebee’s and Outback Steakhouse have all launched virtual brands over the last few years. The brands make use of the excess kitchen capacity within the restaurants and focus exclusively on takeout and delivery. Chili’s It’s Just Wings brand has grown to over 1,000 locations across the country, and the company has stated publically that off-premises dining is part of the company’s long-term strategy.

Cracker Barrel’s Chicken n’ Biscuits is an expansion into virtual brands. Though first introduced in May 2021, Chicken n’ Biscuits recently rebranded with a new logo and online presence and expanded operations to 400 Cracker Barrel locations nationwide. The company also operates The Pancake Kitchen by Cracker Barrel, a breakfast-all-day, delivery-forward brand, and Cracker Barrel Kitchen, the anchor brand for its ghost kitchen outposts that launched last October in Hollywood, Calif.

The Chicken n’ Biscuits menu includes items like southern fried chicken and fried chicken tenders dipping sauces like dill pickle ranch or maple chipotle.

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