Cracker Barrel has more than 1,600 billboards around the country to reach travelers, who make up 40% of its business, according to its website. That reliance on travelers has hurt the business in recent months, as many people have cut back on travel due to the coronavirus pandemic. Plus, many dining rooms were closed or operating at limited capacity due to local restrictions. "We are honored to partner with Cracker Barrel Old Country Store as they evolve their brand experience to bring craveable comfort food to the next generation of American families," said Jon Dupuis, CEO of Dentsu Creative Americas, said in a statement. In Cracker Barrel's fiscal second quarter, which ended January 29, comparable restaurant sales declined 21.9% and comparable retail sales fell 15.3% from the year-earlier period. Leadership expressed optimism about the second half of the fiscal year during the company's February conference call, citing COVID-19 vaccinations and people feeling more comfortable with dining out.