Cracker Barrel has introduced stringent new dining regulations for employees on business travel, as reported by the Wall Street Journal on February 2. According to a leaked internal memo, the restaurant chain is instructing its staff to primarily dine at Cracker Barrel locations while traveling. The company has stated that employees should do so whenever practical, based on their location and schedule.
This policy emerges amid the company’s ongoing challenges following a failed branding effort that saw its stock prices decline. Employees are also informed that the company will not reimburse costs associated with alcohol purchases unless specifically pre-approved by an executive team member. The memo has faced criticism on social media, with some users referring to the measures as “belt-tightening” and expressing concerns about potential future restrictions.
Cracker Barrel clarified that these dining rules have been in place since June 2024, long before the controversy surrounding its logo redesign. The company emphasized that employees are not limited to eating at Cracker Barrel during their travels but are encouraged to do so as a means to manage expenses. The tightened regulations on alcohol reimbursement are part of a broader initiative to control costs, which has been termed “travelscrimping” by SAP Concur in its 2025 Global Business Travel Survey.
Branding Challenges and Employee Policies
The company is navigating a tumultuous period following its attempts to refresh its brand. In August 2024, Cracker Barrel announced plans to update its restaurant interiors to a more modern aesthetic, which met with considerable backlash. The introduction of a new logo, marking the first significant change in 48 years, resulted in negative feedback from customers, prompting the chain to cancel its rebranding and remodeling efforts altogether.
The latest employee dining policy reflects the company’s efforts to standardize its dining expectations and reduce operating costs amid declining customer traffic. This move highlights the ongoing struggle many businesses face as they attempt to balance budgetary constraints with employee satisfaction.
While some employees have taken to social media to voice their discontent regarding the new rules, Cracker Barrel maintains that these measures are necessary. As the company moves forward, it is likely that it will continue to adapt its policies in response to both financial pressures and customer feedback.
This situation serves as a reminder of the complexities involved in managing a brand and its workforce during challenging economic times. As Cracker Barrel refines its approach, both employees and customers will be watching closely to see how these changes impact the company’s future.
