By Jameson Peter | February 3, 2026
In a move that has sparked widespread debate over corporate autonomy and employee morale, Cracker Barrel Old Country Store, Inc. has implemented a strict new travel policy: when employees are on the road for business, they are now expected to dine almost exclusively at Cracker Barrel restaurants.
The directive, revealed in an internal memo obtained by the Wall Street Journal on February 3, 2026, states that staff members traveling for work must choose company-owned locations for “all or the majority of meals,” provided it is practical within their specific location and schedule.
Tightening the Belt: The New Guidelines
The policy represents a significant departure from standard corporate travel practices, which typically offer per-diem allowances or reimbursement caps but allow employees to choose their own dining venues. Under the new rules:
- Mandatory Brand Loyalty: Employees are explicitly directed to eat breakfast, lunch, and dinner at Cracker Barrel stores while on business trips.
- Alcohol Ban: The company will no longer reimburse any alcohol purchases made during business travel.
- Pre-Approval Required: Any exceptions for “special occasions” or dining elsewhere must be pre-approved by a member of the “E-Team” (executive leadership).
A company spokesperson defended the move, describing it as a way to ensure employees remain “deeply connected to the guest experience” while also serving as a critical cost-cutting measure.
Financial Headwinds and a “Disastrous” Rebrand
The timing of this austerity measure follows a turbulent period for the Lebanon, Tennessee-based chain. In late 2025, Cracker Barrel reported a $24.6 million GAAP net loss for its first fiscal quarter, with total revenue dropping 5.7% year-over-year.
Industry analysts point to a series of strategic missteps in 2025 that alienated the brand’s loyal, tradition-focused customer base:
- The Logo Controversy: In August 2025, the company unveiled a minimalist, modern logo that removed the iconic “Uncle Herschel” mascot. The backlash was swift and fierce, with critics—including high-profile political figures—branding the change as “soulless” and “woke.”
- Market Value Loss: The rebranding attempt reportedly erased nearly $100 million in market value in a single week.
- The Reversal: Faced with threats of boycotts and plummeting stocks, CEO Julie Masino quickly scrapped the redesign and pledged to return to the brand’s “Old Timer” aesthetics and country-themed roots.
“Eat Your Own Dog Food”
The “eat in-house” mandate is seen by many as a literal application of the business phrase “eating your own dog food”—the practice of a company using its own products. By forcing corporate staff to dine at their own locations, management hopes to identify operational inconsistencies and food quality issues that have contributed to a 7.3% decline in guest traffic.
However, labor experts warn that the policy could backfire. “Business travel is already taxing on employees,” said one HR consultant. “Restricting their basic autonomy over what they eat for dinner can quickly lead to burnout and resentment, especially at a time when the company is already facing internal restructuring and layoffs.”
What’s Next for the “Old Country Store”?
As Cracker Barrel attempts to navigate the so-called “retail apocalypse” and shifting consumer sentiments, the company has also asked employees to halt all “nonessential travel” until later in 2026. For those who must travel, the message from the head office is clear: if you’re on our dime, you’re on our menu.