"But according to Cracker Barrel, that's not exactly true. "The policy for employees to dine at Cracker Barrel while traveling for business, whenever practical based on location and schedule, is not new," Cracker Barrel explained to Fast Company in an email statement. "Also, it is not the only place that our employees may eat when on the road, as previously reported. The change was to further limit reimbursement of alcoholic beverages under the policy.""
"Still, backlash to the reported policy comes during a rough patch for the American restaurant chain known for its Southern charm, marked by declining sales, and more customer backlash over a recent botched attempt to rebrand. In August, Cracker Barrel unveiled a new campaign starring country music artist Jordan Davis that revamped its "Old Timer" logo and menus, and lightened up the restaurant's dining rooms, to the dismay of longtime customers. (The reaction can be summed up by one TikTok user who posted, "I prefer the darker cozier look, I also don't like change.") The company was soon forced to walk back the plans, and later said it wouldn't change the logo."
Cracker Barrel requires employees to dine at Cracker Barrel restaurants while traveling for business when practical based on location and schedule, but the policy is not new and does not prohibit other dining options. The company clarified that the recent change primarily further limits reimbursement for alcoholic beverages. The reported policy emerged amid declining sales, a missed fiscal quarter, and customer backlash after a 2025 attempted rebrand featuring Jordan Davis, which prompted the company to reverse planned logo and dining-room changes. Shares remained modestly down after the earnings miss.
Read at Fast Company
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