Cracker Barrel, known for its southern charm and comfort food, faced backlash last year after CEO Julie Masino proposed a rebrand that included modernizing interiors and removing its mascot, Uncle Herschel. Customers strongly rejected the changes, forcing the company to quickly reverse course and bring back its traditional branding and nostalgic style.
In 2026, however, a new controversy emerged. A leaked company memo revealed that employees on business trips are restricted from expensing alcohol and are encouraged to eat at Cracker Barrel locations whenever possible.
The company later clarified that this rule only applies when practical, with exceptions based on location and schedule.
The situation has sparked fresh debate about corporate branding, employee rules, and how far companies should go to promote their identity.