It’s 1969. The Interstate Highway System is booming, stretching across the American landscape like fresh asphalt veins. People are driving more than ever, but there’s a problem. If you’re hungry or low on gas, your options are basically limited to sketchy roadside diners or generic oil stations that smell like diesel and stale coffee. Enter Dan Evins. He was a sales representative for Shell Oil who had a pretty simple, albeit brilliant, realization: people need more than just gas. They need a place to feel at home when they’re hundreds of miles away from it.
So, when was Cracker Barrel started? The very first location opened its doors on September 19, 1969. It wasn't in a big city. It was in Lebanon, Tennessee. If you go there today, you can still find the corporate headquarters, though the original building has long since evolved.
Evins wasn't trying to reinvent the culinary wheel. He just wanted to sell more gasoline. By creating a country store and restaurant that felt like a step back into the late 19th century, he gave travelers a reason to pull off the highway and linger. It worked. Within a few years, the concept exploded.
The Shell Oil Connection and the Gas Pump Strategy
Most people think of biscuits and gravy when they hear the name, but the business foundation was actually petroleum. Dan Evins was working for his grandfather’s business, Fishburn Evins, which was a Shell Oil jobber. He needed a way to move more product. The "Old Country Store" wasn't just a charming aesthetic choice; it was a high-level marketing funnel before people even used terms like "marketing funnel."
Basically, the restaurant and the retail shop were the "hooks" to get you to pull over and fill up your tank at the Shell pumps outside.
By 1970, less than a year after opening, Evins had already incorporated the business. He wasn't playing around. He saw that the newly minted Interstate 40 was going to be a goldmine. The early locations were strategically placed right on the off-ramps. If you were traveling through Tennessee in the early 70s, you couldn't miss the signature logo.
Growth and the 1970s Expansion
By 1974, there were more than 10 units. This wasn't just a local fluke anymore. The company was growing because it offered consistency. In an era where roadside food was a massive gamble on your digestive system, Cracker Barrel felt safe. It felt like your grandmother’s kitchen, even if your grandmother lived in a skyscraper in Chicago and had never seen a butter churn in her life.
✨ Don't miss: The Abbey is Sold: What Actually Happens to West Hollywood’s Most Famous Chapel
Then came the public offering. In 1981, Cracker Barrel went public on the NASDAQ. This was the turning point. Going public meant an influx of cash, and that cash meant they could start marching across the state lines. They weren't just a Southern thing anymore. They were becoming a national landmark.
Why 1969 Was the Perfect Storm for This Brand
The late 60s were chaotic. Between the moon landing, the counterculture movement, and the Vietnam War, the American psyche was a bit frayed. People were nostalgic for a "simpler time," even if that time was largely a curated fantasy. Cracker Barrel leaned into this hard.
Everything about the design was intentional:
- The wood-burning fireplaces weren't just for heat; they were for the smell of cedar and home.
- The front porch rockers were meant to slow your heart rate down after hours of 70-mph highway driving.
- The peg game on the table? That's a psychological trick to keep you occupied so you don't notice the 20-minute wait for your dumplings.
Honestly, it’s genius. They sold a feeling of permanence in a world that was moving too fast. Even today, when you walk in, the lighting is dim, the walls are covered in real local antiques (they have a whole team in Lebanon that does nothing but source and catalog these), and the menu hasn't fundamentally changed in decades.
The Evolution of the Menu and the "Country" Identity
When the doors first opened in 1969, the menu was even more limited than it is now. It was built on the staples: cornbread, country ham, and grits. They didn't need a 50-page cheesecake-factory-style menu. They just needed to do the basics well enough that a truck driver and a family of five would both be happy.
One thing that surprises people is that the "Country Store" portion of the building contributes a massive chunk of their revenue—often around 20% to 25%. Most restaurants treat their lobby as a wasted space where people stand around looking at their phones. Cracker Barrel treats it as a high-margin retail environment. You go in for a $12 breakfast and leave with a $25 rocking horse and a bag of salt-water taffy.
A Business Model Built on Land Ownership
Unlike many fast-food chains that thrive on a pure franchise model, Cracker Barrel owns most of its locations. This is a huge distinction in the business world. When Dan Evins started the company, he wanted control. Owning the land and the building allowed the company to maintain a very specific "look" that franchisees might have messed up over time.
As of 2024 and 2025, they’ve hit a bit of a crossroads. The "Old Country Store" vibe is starting to age with its core demographic. Recent CEO changes and "strategic transformations" have seen the brand trying to modernize—adding beer and wine to the menu, for example. That caused quite a stir among the traditionalists, but from a business perspective, it was a move for survival.
The Controversy and the Comebacks
It hasn't all been biscuits and sunshine. If you're looking at the history of when Cracker Barrel was started, you have to look at the bumps in the road too. In the early 90s, the company faced massive backlash over a policy that discriminated against LGBTQ+ employees. It was a dark spot in their history that led to protests and shareholder revolts. They eventually rescinded the policy and have spent the last thirty years trying to rebuild a more inclusive image, though the "good ol' boy" shadow lingers in some people's minds.
They also faced lawsuits regarding racial discrimination in the early 2000s. The Justice Department got involved, and the company had to implement massive internal changes. It’s a reminder that a brand built on "the good old days" often has to reckon with the fact that those days weren't "good" for everyone.
Today, the company is much more corporate and standardized. They have a massive diversity and inclusion program. They’re trying to be the "porch" for everyone, not just a specific subset of the population.
Surprising Facts About the Early Days
- The Antiques are Real: Every single item on the wall of a Cracker Barrel is a genuine antique. They don't use reproductions. They have a central warehouse with tens of thousands of items waiting to be assigned to new stores.
- The Gas Pumps Left: Eventually, the gas pumps were removed. The restaurant and retail side became so profitable that the petroleum side—the original reason for the company's existence—was no longer necessary.
- Lebanon's Influence: The town of Lebanon, Tennessee, is still the heart of the operation. You can feel the small-town influence in their corporate culture, even as a multi-billion dollar entity.
How to Experience the History Today
If you want to see where it all began, you can't exactly sit in the original 1969 chairs, but you can visit the Lebanon area. The brand has remained remarkably loyal to its roots.
To get the most out of your next visit from a "history buff" perspective, do this:
- Look at the tools on the wall. Most are from the late 1800s and early 1900s. They usually reflect the local history of the specific town the restaurant is in.
- Check the floorboards. The layout is almost identical across 660+ locations. This "forced path" through the retail store to get to the food is the same strategy Dan Evins used in 1969.
- Skip the rush. The best way to feel that 1969 vibe is to go at 3:00 PM on a Tuesday. The fireplace is going, the store is quiet, and you can actually hear the floor creak.
Cracker Barrel started as a desperate attempt to sell more Shell gasoline. It ended up becoming a cultural touchstone. Whether you love the food or just go for the kitschy toys in the gift shop, it’s hard to deny that Evins' 1969 brainchild changed the way Americans travel. It turned the highway from a series of "stops" into a series of "destinations."
Next time you see that brown sign on the highway, remember it’s not just a restaurant. It’s a 50-plus-year-old experiment in nostalgia that somehow survived the digital age.
Practical Steps for Fans and Travelers
If you're planning a trip or just curious about the brand's current trajectory, keep these things in mind. Check their rewards program if you're a frequent flyer; they finally joined the 21st century with a digital app that actually works. Also, if you’re into the decor, understand that they occasionally have "porch sales" or clear out certain items in the retail section that are based on vintage designs.
Don't just go for the breakfast. Spend five minutes looking at the photos on the walls near the restrooms. Usually, there's a photo of the original Lebanon location or the Evins family. It puts the whole "country store" thing into a much more human perspective.