Cracker Barrel Enforces New Travel Dining Rule for Employees
The Southern restaurant chain Cracker Barrel has rolled out a stringent new policy for its employees regarding meals during business travel. According to an internal communication obtained by the Wall Street Journal, the company now expects staff to eat at Cracker Barrel locations for the majority of their meals while on the road, whenever it is practical based on their schedule and location.
Policy Details and Financial Context
The guidance explicitly states that employees should prioritise dining at Cracker Barrel stores during work trips. Additionally, the policy prohibits the reimbursement of alcohol purchases unless workers pay for them personally or obtain pre-approval from senior leadership for special occasions. This move comes as Cracker Barrel continues to implement cost-cutting measures in response to declining customer traffic and slowed revenue growth in recent years.
The Independent has reached out to Cracker Barrel for comment on the new travel meal policy. The chain's financial pressures are compounded by ongoing fallout from its controversial rebranding efforts in 2025, which led to significant market value losses and widespread customer dissatisfaction.
Customer Backlash and Menu Changes
Regular patrons have voiced strong complaints about recent alterations to the Cracker Barrel menu. Changes include the introduction of batch-made cookies instead of freshly prepared dough, as well as green beans and other sides being cooked in ovens rather than on traditional stovetops. Some dissatisfied customers have even taken to bringing their own maple syrup to restaurants, expressing disapproval of the new offerings.
The backlash against the chain initially erupted following a botched rebrand in August 2025. Cracker Barrel unveiled a new logo and branding strategy that removed its longtime mascot, Uncle Herschel, the man leaning on a barrel, as part of a minimalist redesign. This decision sparked criticism from MAGA influencers and conservative commentators, who labelled the changes as "woke." Former President Donald Trump publicly urged the company to revert to its classic look, contributing to a estimated $94 million loss in market value in a single day.
Rebrand Reversal and Nostalgic Identity
Around the same time, Cracker Barrel announced plans to modernise the interiors of its more than 650 locations, which critics argued stripped away the chain's nostalgic charm. In response to the intense public reaction, the company quickly acknowledged the misstep and scrapped the revamps. A statement from Cracker Barrel expressed gratitude for customer feedback, noting, "If the last few days have shown us anything, it’s how deeply people care about Cracker Barrel. We’re truly grateful for your heartfelt voices. You’ve also shown us that we could’ve done a better job sharing who we are and who we’ll always be."
The statement went on to reassure diners that core elements of the Cracker Barrel experience would remain unchanged, including rocking chairs on the porch, warm fires, peg games, unique gifts in the shop, and vintage Americana decor with antiques from its warehouse in Lebanon, Tennessee. Later, CEO Julie Felss Masino reflected on the backlash, stating it made her feel "fired by America," highlighting the emotional impact of the customer response.
As Cracker Barrel navigates these challenges, the new travel dining policy underscores its efforts to control expenses and reinforce brand loyalty internally, even as it works to regain customer trust externally.
