Cracker Barrel has introduced a strict new policy requiring corporate employees to primarily dine at its own restaurants during business travel, while also cracking down on alcohol reimbursements.
The changes were revealed through a leaked internal memo, originally reported by the Wall Street Journal.
Leaked: Cracker Barrel’s New Dining Rule
The directive states that “employees are expected to dine at a Cracker Barrel store for all or the majority of meals while traveling, whenever practical based on location and schedule.”
In the past, employees on company trips typically used a corporate card to cover meals and other expenses.
Under the updated rules, staff who opt to eat elsewhere may need to cover those costs personally, with no reimbursement for non-Cracker Barrel meals unless exceptional circumstances apply.
Additionally, alcohol purchases during travel will no longer be reimbursed unless employees pay out of pocket or obtain rare pre-approval from senior leadership for special occasions.
The cost-cutting measures come amid broader efforts by Cracker Barrel to tighten expenses following recent challenges, including a sales slowdown and backlash over previous branding decisions.
Last year, the company attempted to modernize its image by removing the Uncle Herschel mascot from its logo and updating store designs—moves that drew heavy criticism from customers who felt it eroded the brand’s traditional Southern appeal. CEO Julie Felss Masino faced significant pushback, with some accusing the company of going “woke.”
The rebranding attempt was quickly reversed. Masino later told investors that the company had “pivoted quickly” to restore the classic logo and refocus marketing on nostalgia, Uncle Herschel, and the brand’s heritage, with additional initiatives planned.
Cracker Barrel has also signaled internal restructuring and menu updates for 2026 as part of its recovery strategy.
The new travel policy appears aimed at reinforcing brand loyalty internally while reducing discretionary spending on employee expenses.