Cracker Barrel has just rolled out a new set of rules for its staff that is raising eyebrows across corporate America.
Employees traveling for work are now expected to eat almost exclusively at Cracker Barrel locations, and they can no longer expense alcohol without explicit approval.
The changes are part of a larger cost-cutting push as the struggling chain tries to recover from a botched rebrand and declining customer numbers.
Dining Restrictions Shake Up Corporate Travel
According to an internal memo obtained by the Wall Street Journal, employees are instructed that “dining at a Cracker Barrel store for all or the majority of meals while traveling” is now the standard expectation wherever practical.
In other words, the freedom to choose local restaurants while on the road has disappeared.
Even drinks have rules: alcohol will only be reimbursed if a senior executive gives prior approval, putting an end to the occasional cocktail on the company dime.
A Company Grapples With Declining Sales and Backlash
These new policies come as Cracker Barrel battles shrinking sales and the fallout from its ill-fated rebrand.
Last August, the chain introduced a minimalist redesign, removing its iconic mascot Uncle Herschel and updating its logo.
The reaction was swift and harsh: social media critics and MAGA influencers labeled the move “woke,” and even former President Donald Trump publicly called for a return to the classic look.
Within 24 hours, the company reportedly lost $94 million in market value, forcing executives to reverse course.
Nostalgia vs. Modernization
Cracker Barrel has long been known for its nostalgic Americana, from rocking chairs on the porch to peg games on tables and walls lined with antiques.
But employees say even their expense accounts are being “modernized.”
For years, business travel offered some small perks, like choosing where to eat.
Now, workers must stick to meatloaf, country fried steak, and biscuits—even in cities with a thousand other dining options.
The Broader Corporate Trend
Cracker Barrel isn’t alone. Across the U.S., companies are tightening travel policies to save money
. Employees are being nudged toward budget hotels, supermarket meals, and stricter reimbursement limits.
Justin Salerno, a Milwaukee engineer, admits he sometimes bends the rules to stay comfortable, while finance executive Jeff Oscarson has witnessed extreme expense-account claims, including bottles of wine, clothing, and even furniture.
Menu Changes and Customer Outrage
The internal belt-tightening follows customer backlash over menu tweaks that came alongside the rebrand.
Cookies were changed from freshly rolled to batch-made, green beans started being oven-cooked instead of stove-prepped, and some diners even brought their own maple syrup in protest.
Fans argued the chain was abandoning its roots in pursuit of efficiency.
CEO Speaks Out on the Fallout
Cracker Barrel CEO Julie Felss Masino admitted the backlash was personally devastating, describing it as feeling “fired by America.”
The company ultimately abandoned major elements of the rebrand and paused plans to modernize its more than 650 locations, promising that the heart of Cracker Barrel—from rocking chairs to Tennessee antiques—remains unchanged.
What’s Next?
For employees, the message is clear: tighter spending, more Cracker Barrel meals, and strict oversight of expenses.
For the chain itself, it’s a delicate balancing act of saving money while restoring the nostalgia and trust that long-time customers cherish.
Business travel has just become a lot more structured, and the era of expense-account freedom at Cracker Barrel may be over for good.
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