Cracker Barrel’s new dining rule is not actually new, it says

These are tough times for many businesses across corporate America, many of whom are cutting down on business travel and perks on the road. And in these times, one company’s policy on business travel is going viral: According to a recent Wall Street Journal article, Cracker Barrel employees reportedly must follow a new policy that they must eat at Cracker Barrel restaurants while traveling for work.

But according to Cracker Barrel, that’s not exactly true.

“The policy for employees to dine at Cracker Barrel while traveling for business, whenever practical based on location and schedule, is not new,” Cracker Barrel explained to Fast Company in an email statement. “Also, it is not the only place that our employees may eat when on the road, as previously reported. The change was to further limit reimbursement of alcoholic beverages under the policy.”

Still, backlash to the reported policy comes during a rough patch for the American restaurant chain known for its Southern charm, marked by declining sales, and more customer backlash over a recent botched attempt to rebrand.

In August, Cracker Barrel unveiled a new campaign starring country music artist Jordan Davis that revamped its “Old Timer” logo and menus, and lightened up the restaurant’s dining rooms, to the dismay of longtime customers. (The reaction can be summed up by one TikTok user who posted, “I prefer the darker cozier look, I also don’t like change.”) The company was soon forced to walk back the plans, and later said it wouldn’t change the logo.

Cracker Barrel financials

Shares of Cracker Barrel (NASDAQ: CBRL) were down less than 1% in midday trading on Tuesday at the time of this writing.

The Tennessee-based chain’s first quarter fiscal 2026 earnings missed expectations, with total revenue at $797.2 million, down 5.7% compared to the prior year first quarter; same-store restaurant sales down 4.7% over the prior year quarter, and comparable store retail sales down 8.5%.