• by Larissa Faw , August 16, 2016

Cracker Barrel is launching a Snapchat filter accessible in all 640 Cracker Barrel restaurants.

Although many businesses have tackled Snapchat, this is a big move for Cracker Barrel, as this social media channel serves as a deliberate effort to expand its target audience and increase engagement on social channels. Six in 10 teens prefer Snapchat over Instagram, says social media tracker Wishbone. 

Havas Chicago, Cracker Barrel's AOR, pushed the restaurant chain to engage with younger diners, who are seen as the next generation of Cracker Barrel consumers. 

"In our continued effort to make inroads with the next generation of Cracker Barrel guests, we're excited to be launching Snapchat on Monday," said Bill Mericle, executive creative director, Havas Chicago.

The Snapchat filter initially will launch with an image of sunglasses and a sunny-side up egg with sunglasses. The first story debuted around midday and incorporated a "playful Breakfast Y'All Day" concept using eggs and a retail game that Cracker Barrel sells, according to the agency. 

The restaurant chain will launch additional filters in the coming months to continue the communications and (hopefully) increase its Snapchat following. Cracker Barrel has reached more than 180 million people through its various social media channels.

To help support this launch, Cracker Barrel is posting on Facebook, Twitter and Instagram, and there will be promotional “tents” on restaurant tables. 

"We already know they have a strong affinity for the brand, and this will only amplify the dialogue Cracker Barrel has with them across other social platforms such as Facebook, Twitter and Instagram," says Mericle.