Cracker Barrel takes aim at Waffle House’s egg surcharge, emphasizing its commitment to maintaining prices despite industry pressures.
Here starts the chain restaurant egg wars!
At a Glance
- Waffle House implements 50-cent surcharge per egg due to rising costs
- Cracker Barrel refuses to increase egg prices, targets Waffle House customers
- Cracker Barrel Rewards members earn double points on egg dishes until February 12
- Egg prices have risen nearly 40% since January 2024, with further increases expected
- Bird flu outbreak significantly impacting egg supply and prices nationwide
Cracker Barrel Challenges Waffle House’s Pricing Strategy
Cracker Barrel is targeting Waffle House’s breakfast customers by maintaining its egg prices while offering additional rewards. This strategy comes in response to Waffle House’s recent implementation of a 50-cent surcharge per egg, citing rising costs due to bird flu-related shortages.
Cracker Barrel has emphasized its commitment to not charging extra for eggs, positioning itself as a more value-oriented option for breakfast diners. To sweeten the deal, Cracker Barrel Rewards members can earn double points on egg dishes ordered by February 12, directly challenging Waffle House’s pricing strategy.
The egg industry has been grappling with significant challenges, with prices in the U.S. increasing nearly 40% since January 2024. Experts predict that egg prices may rise by another 20% this year due to ongoing supply and demand issues. The bird flu outbreak, which began in 2022, has had a severe impact on egg supply, leading to millions of birds being culled in early 2025.
“Hopefully, hens will have start to develop some type of natural immunity to the bird flu, but we have not seen that yet and it will take many years for that to happen,” Syracuse University supply chain expert Patrick Penfield said.
While Waffle House serves significantly more eggs annually (272 million) compared to Cracker Barrel (162 million), the latter’s decision to absorb the additional costs rather than pass them on to customers could potentially sway consumer preferences.
Contrasting Approaches to Customer Relations
Cracker Barrel’s marketing strategy has taken a direct aim at Waffle House’s surcharge, emphasizing their commitment to “country hospitality,” too. This approach has resonated with many consumers, with social media users praising Cracker Barrel for its decision not to increase egg prices.
“A surcharge on eggs? Well, there’s nothing hospitable about that. At Cracker Barrel, country hospitality is as important to us as a hearty breakfast — and that means not charging extra for eggs,” a Cracker Barrel Spokesperson said.
In contrast, Waffle House has described its surcharge as temporary but has not specified an end date. The company stated that it will adjust or remove the surcharge as market conditions change, acknowledging the difficult decisions facing both customers and restaurants in light of the ongoing egg shortage.
“While we hope these price fluctuations will be short-lived we cannot predict how long this shortage will last,” a Waffle House memo stated.
