Cracker Barrel isn’t just a restaurant — it’s an American icon. Think cozy southern charm, comfort food, country-store vibes, and a heavy dose of nostalgia. But the chain has seen its share of controversies in recent years.
Quickly backtracked
Just last year, CEO Julie Masino tried to modernize the brand with a sleek new logo and updated interiors — including removing the beloved mascot, Uncle Herschel. The backlash was swift and loud. Fans weren’t having it. Change, it seemed, would erase everything they loved about Cracker Barrel.
Masino quickly backtracked. She revealed that the backlash over the chain’s controversial remodel made her feel like she had been “fired by America.”
“We have already taken steps to get back on track. That’s why our team pivoted quickly to switch back to our old-timer logo, and has already begun executing new marketing, advertising, and social media initiatives, leaning into Uncle Herschel, and the nostalgia around the brand with more to come,” she told investors.
Now, in 2026, Cracker Barrel is making headlines again — this time over a new memo for employees. According to a leak obtained by The Wall Street Journal, the company has outlined what staff can and cannot eat while traveling for business.
Employees using a company card for work trips are now instructed to eat at Cracker Barrel whenever possible and cannot expense alcohol without special approval. The policy isn’t meant to be restrictive, a spokesperson clarified:
“The policy for employees to dine at Cracker Barrel while traveling for business, whenever practical based on location and schedule, is not new. Also, it is not the only place that our employees may eat when on the road.”
The chain explained the move as part of a broader effort to “further limit reimbursement of alcoholic beverages under the policy,” while still offering flexibility depending on location and schedule.
This latest guidance comes after Cracker Barrel made national headlines last year for its logo and remodel fiasco. When Masino attempted to modernize the brand, critics slammed the move, with some calling it “woke.” In less than a week, the company reversed course, restoring the “Old Timer” logo after reportedly losing $100 million in market value. Even Donald Trump weighed in, tweeting: “Make lots of money and, most importantly, make your customers happy again!”
Masino and her team also abandoned the modern redesigns in four test locations, returned the beloved handmade biscuits, and cut ties with the marketing firm behind the controversial rebrand.
The chain isn’t just resting on its southern laurels, Cracker Barrel recently became an official America250 partner, celebrating the nation’s 250th anniversary with in-store events, limited-time menu items, and special experiences for families.
Sarah Moore, Chief Marketing Officer, said: “Cracker Barrel has always been more than a restaurant — it’s a place where Americans reconnect with traditions, with each other, and with the comfort of familiar food and nostalgic surroundings. Partnering with America250 is a natural extension of our heritage, reflecting the way we’ve always brought people together through the comforting flavors and shared moments that give meaning to everyday life.”
So, what do you think — is it unreasonable for Cracker Barrel to ask employees to eat at their restaurants while traveling for work? And are you glad the chain is sticking to its roots instead of modernizing?
