Cracker Barrel has introduced a strict new expense policy for corporate employees traveling for work, revealed through a leaked internal memo (originally reported by the Wall Street Journal).
Key points from the memo:
Employees are expected to dine at a Cracker Barrel restaurant for all or the majority of meals while on business trips, whenever practical (based on location and schedule).
Meals eaten at non-Cracker Barrel locations generally won’t be reimbursed.
Alcohol purchases will not be reimbursed unless they receive special pre-approval from senior leadership (typically for specific occasions).
Context and reasons:
The policy is part of broader cost-cutting efforts at the company. Cracker Barrel has been dealing with:
Declining sales and traffic
A very unpopular 2025 rebranding attempt (removing the Uncle Herschel mascot, modernizing stores) that backfired badly and cost the company an estimated $94 million
A quick pivot back to the classic branding, nostalgia-focused marketing, and a planned menu revamp in 2026
The new travel rules fit into this larger push to reduce expenses after recent financial struggles and internal restructuring (including some corporate layoffs).
The article frames it as another sign of tighter corporate controls on travel perks, coming shortly after the PR damage from the rebrand backlash (where the CEO was jokingly described as having been “fired by America”).
