Cracker Barrel Old Country Store has recently faced mixed reactions over its branding and company policies.
Last year, CEO Julie Masino proposed a rebrand that included updated interiors and removing the Uncle Herschel mascot. The backlash was immediate, with customers saying it stripped away the southern charm and nostalgia the brand is known for. The company later reversed course, restoring the old logo and leaning back into its traditional image.
Now in 2026, a leaked memo has sparked new controversy. It reportedly states that employees traveling for work cannot expense alcohol without approval and are expected to eat at Cracker Barrel locations whenever practical.
A company spokesperson clarified that the rule has exceptions depending on location and scheduling, meaning employees are not strictly required to follow it in all situations.
The changes have reignited debate about how far the company should go in preserving its identity and whether these internal policies are reasonable.