• by Teresa Buyikian , July 19, 2024

The Old Country Store has some new marketing blood.

Cracker Barrel this week announced the hire of Sarah Moore as its CMO beginning July 22.

Moore joins the company from MGM Resorts International, where she served as senior vice president of marketing with a focus on “developing and growing digital marketing initiatives, customer loyalty programs, and crafting innovative approaches that honor brand heritage while driving strong business results,” per the announcement.

With her 16 years at MGM, Moore most recently led global brand marketing strategy, in addition to creative and content for the entire portfolio of MGM resorts and entertainment experiences.

"Sarah's hospitality-focused leadership and deep experience evolving brands and accelerating growth across all disciplines of marketing will help us drive our strategic transformation and brand love as we reclaim our position as an industry leader," said Julie Felss Masino, president and CEO of Cracker Barrel, in the release.

Moore fills the CMO role that has been vacant for almost  a year following the departure of Jennifer Tate, who is now the CMO of CKE Restaurants, parent company of Carl’s Jr. and Hardee’s.

Moore’s hire comes on the heels of Cracker Barrel’s May 16, 2024, earnings call, where Masino, who became Cracker Barrel's CEO nine months ago, told investors that the “eatery was not delivering the financial results that shareholders deserve," per USA Today. "Cracker Barrel is a great concept and a great company," Masino said. " But to ignite growth, we must revitalize the brand."