HOMEWOOD, Ala. -- With a shoutout--literally--to the speedy naming conventions of the convenience-store industry, family dining chain Cracker Barrel Old Country Store Inc. has revealed that its new fast-casual restaurant concept will be a biscuit house called Holler & Dash, reported The Tennessean.
The first Holler & Dash will make its debut this spring in Homewood, Ala., said the report.
Specific details about the branding, menu and expansion plans are not yet available, but the company has set up a Facebook page for the concept. Cracker Barrel, based in Lebanon, is in its quiet period before an earnings release next week.
In a statement provided to the newspaper, Cracker Barrel said Holler & Dash will be “committed to good, Southern food. … We’re bringing flare to Southern fare.”
In a statement obtained by CSP Daily News, Cracker Barrel said, "Holler & Dash, a fast-casual biscuit house debuting in Homewood, Ala., is offering flair to southern fare by giving your taste buds something to talk about. With a chef-inspired menu, Holler & Dash knows the biscuit is the hero, but the flavor possibilities are endless. By bringing together fresh, quality ingredients, there are biscuits to satisfy your savory cravings, as well as your sweetest tooth."
The idea is to stay true to southern heritage but bring the brand to urban cores and reach new audiences, Mike Chissler, identified as chief operating officer of Holler & Dash, said in a statement provided to AL.com. Chissler is currently vice president of restaurant and retail operations for Cracker Barrel.
Cracker Barrel worked with two Tennessee chefs to develop Holler & Dash: chef de cuisine Jason McConnell and director of culinary Brandon Frohne, said the Tennessean. McConnell developed Holler & Dash’s signature biscuit.
The launch of Holler & Dash will position Cracker Barrel to compete in one of the fastest-growing segments of the dining industry and it has the potential to target new clientele.
Cracker Barrel was established in 1969 in Lebanon, Tenn., and operates 635 company-owned restaurants and stores in 42 states.
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