Cracker Barrel Old Country Store Tightens Travel Reimbursements, Ends Routine Alcohol Reimbursement

Cracker Barrel narrows travel reimbursements

Policy memo redirects meal and booze costs

Cracker Barrel Old Country Store tells traveling employees they should dine at the chain "for all or the majority of meals" whenever practical and must generally pay for alcoholic beverages out of pocket, according to an internal memo reported by The Wall Street Journal. The guidance instructs staff to favor company locations based on "location and schedule" and removes alcohol from routine expense reimbursement, allowing exceptions only with pre-approval for special occasions. Management frames the move as an administrative tightening of expense rules to curb discretionary spending and clarify expectations during business travel.

The memo formalizes dining preferences and shifts the burden of certain expenses to workers, a change that has operational and cultural implications for a restaurant chain built on hospitality and a loyal customer base. By steering employees to eat in-house while on the road, Cracker Barrel aims to increase captive demand at its roughly 650 stores and reinforce brand consistency among staff who represent the company externally. At the same time, the prohibition on reimbursing alcohol purchases tightens internal controls and may reduce variability in travel costs that executives say complicate budgeting and audits.

Public reporting of the policy prompts wider scrutiny as the chain navigates a broader reputational recovery. Media attention and commentary amplify how a family-style retailer balances cost discipline with employee morale and brand image, especially given Cracker Barrel's positioning as a Southern-rooted dining experience. The company underscores practical qualifiers in the memo — location, schedule and pre-approval — but the clearer rules on meal choice and booze reimbursement represent a notable operational shift for frontline and traveling staff.

Rebrand backlash and ongoing turnaround

The policy change comes as Cracker Barrel continues a multi-month turnaround after a controversial redesign earlier in the year that removed and then restored the chain's "Old Timer" logo character. CEO Julie Felss Masino tells media the company is working to regain customer trust and stabilize operations, acknowledging the period has been difficult and that recovering momentum will take time.

Company says guidance is not new

Cracker Barrel tells Fox Business and Fox News Digital the guidance to favor company restaurants is not a new mandate and that employees are not strictly limited to eating at Cracker Barrel while traveling. Executives present the update as part of consistent expense auditing and cost controls as the chain seeks to steady sales and operations across its restaurant and retail footprint.