Cracker Barrel, known for its southern charm, comfort food, and country-store feel, has faced a wave of controversy over recent changes.
In 2025, CEO Julie Masino proposed a rebrand that included updated restaurant interiors and a modern sign removing the iconic mascot, Uncle Herschel. Customers quickly pushed back, saying the changes erased the brand’s nostalgia. The company reversed course, restoring the old logo and doubling down on its traditional image.
But in 2026, a new issue emerged. A leaked internal memo revealed updated employee travel rules: staff can no longer expense alcohol without permission and are expected to eat at Cracker Barrel locations whenever possible while traveling on company business.
The company clarified that the rule is flexible and only applies when it’s practical, but the policy still sparked debate about control and corporate branding.
Now, Cracker Barrel is again in the spotlight—this time not for its look, but for how far it can go in enforcing its identity on employees.