Cracker Barrel has never been just another restaurant chain. For many Americans, it represents southern hospitality, comfort food, old country stores, and a strong sense of nostalgia. But over the past few years, the company has also faced several controversies that sparked strong reactions from loyal customers.
One of the biggest incidents happened last year when CEO Julie Masino attempted to modernize the brand. The company introduced a cleaner logo and redesigned interiors, even removing the longtime mascot Uncle Herschel from parts of its branding. Customers reacted immediately, and not in a positive way. Many longtime fans felt the changes erased the charm and familiarity that made Cracker Barrel special in the first place.
The criticism became so intense that Masino later admitted the backlash made her feel as though she had been “fired by America.”
She later explained to investors:
“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.”
Now, in 2026, the company is once again drawing national attention, this time because of a newly leaked employee memo. According to a report obtained by The Wall Street Journal, the memo outlines what employees are allowed to expense while traveling for work.
Under the updated guidance, employees using company credit cards during business trips are encouraged to eat at Cracker Barrel locations whenever possible. The policy also limits alcohol reimbursements unless special approval is granted beforehand.
A company spokesperson clarified that the policy was not intended to be overly restrictive:
“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 company explained that the update was part of a larger effort to further reduce reimbursement costs related to alcoholic beverages while still allowing flexibility depending on travel schedules and available restaurant locations.
This latest controversy follows the company’s highly publicized branding disaster from last year. When Masino tried pushing a more modern image for the chain, critics attacked the redesign online, with some even labeling it “woke.” Within days, Cracker Barrel reversed the changes and restored its traditional “Old Timer” branding after reports claimed the company lost nearly $100 million in market value during the backlash. Even Donald Trump publicly commented on the situation, encouraging the chain to “make your customers happy again.”
Afterward, the company abandoned the modern redesigns being tested at four locations, brought back its famous handmade biscuits, and reportedly ended its relationship with the marketing agency responsible for the controversial rebrand.
At the same time, Cracker Barrel is continuing to lean heavily into its traditional image. The chain recently became an official partner for America250, the celebration of America’s upcoming 250th anniversary. Plans include special in-store events, limited-time menu items, and family-focused experiences.
Sarah Moore, the company’s Chief Marketing Officer, explained the partnership by saying:
“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.”
The situation has sparked debate online once again. Some people believe it makes sense for employees to support the company’s own restaurants during business travel, while others feel workers should have complete freedom over where they eat.
At the same time, many longtime customers appear relieved that Cracker Barrel has chosen to return to its traditional identity instead of continuing with major modernization efforts.