In a move that feels like a mix of corporate austerity and a forced family dinner, Cracker Barrel Old Country Store has issued a strict new “dining rule” for its employees. This latest policy follows a tumultuous period for the brand, characterized by a disastrous rebranding attempt in 2025 that led CEO Julie Felss Masino to famously admit she felt like she had been “fired by America.”
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CRACKER CONTROL: Cracker Barrel Issues Strict New Dining Rule After CEO ‘Fired by America’
The New Rule: Eat Where You Work
The new internal policy, leaked via a company memo in early February 2026, places tight restrictions on how employees spend company money while on the road. The core of the mandate is simple: If you are traveling for business, you are expected to eat at a Cracker Barrel.
- The Mandate: Employees must dine at Cracker Barrel locations for “all or the majority of meals” during business trips, provided a location is practically reachable.
- The Expense Factor: Choosing to dine at a competitor or a local bistro is now largely a personal expense. The company will no longer foot the bill for “outside” meals when a Cracker Barrel is nearby.
- The Alcohol Ban: In a further tightening of the belt, the company has restricted reimbursement for alcohol. Any adult beverages must now be paid for out-of-pocket or receive rare pre-approval from “E-Team” (senior executive) members.
The Context: A Brand in “Recovery Mode”
This “Cracker Control” measure isn’t just about saving a few dollars on a chicken fried steak. It is a direct response to the financial bleeding caused by the 2025 Rebrand Fiasco.
Under Masino’s leadership, the chain attempted to “modernize” by removing the iconic “Uncle Herschel” mascot from the logo and testing sleek, minimalist store designs. The backlash was swift and severe:
- Market Value Loss: The company lost nearly $100 million in market value in a matter of days.
- Cultural Backlash: Longtime fans and political figures (including Donald Trump) slammed the move as “woke” and a betrayal of the brand’s Americana roots.
- The “Fired” Quote: During a November 2025 interview with Glenn Beck, Masino addressed the public’s rejection of her vision, stating, “I feel like I’ve been fired by America.” While shareholders narrowly voted to keep her in the CEO seat, her “modernization” plans were effectively scrapped.
Why Now Cracker Barrel’s New Dining Rule?
Industry analysts see the new dining rule as a two-fold strategy. First, it is aggressive cost-cutting. With sales flagging and the stock price struggling to recover, every reimbursed meal counts. Second, it is a forced immersion in the brand.
“By requiring corporate staff to eat their own food, the company is forcing its leadership to live the guest experience they nearly destroyed,” says one retail analyst. “It’s about re-learning the ‘Old Country Store’ DNA through the power of a Hashbrown Casserole.”
The Rules You Need To Know Before Ever Eating At Cracker Barrel
What’s Next for the Barrel?
The company is currently pivoting toward an “internal restructuring” and a menu revamp slated for later in 2026. After the high-profile failure of their minimalist aesthetic, Cracker Barrel is doubling down on nostalgia, recently opening new locations (like the one in Annapolis, MD) that lean heavily into military and local heritage rather than modern chic.
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