Cracker Barrel is telling its corporate staff to eat where they work — literally. The homestyle restaurant chain has implemented a new travel policy requiring employees to dine at Cracker Barrel locations for “all or the majority of meals” while on business trips, according to an internal memo leaked to the Wall Street Journal.
The directive comes as the Tennessee-based chain struggles with declining customer traffic and seeks to trim expenses. According to the memo, employees must patronize company restaurants “whenever practical, based on location and schedule” during business travel, the Independent reported.
Tightening the Corporate Belt
Want a glass of wine with that company-mandated country-fried steak? Think again. The policy specifically notes that alcohol purchases won’t be reimbursed without special permission from senior leadership. “‘Exceptions for special occasions must be pre-approved by an E-Team member,'” states the memo, referring to the executive team.
This isn’t the first sign of trouble at the country-themed restaurant chain known for its rocking chairs and country stores. The company has faced a series of setbacks in recent months, including a disastrous rebranding attempt that was quickly abandoned after causing a $94 million loss in market value due to customer backlash.
Following that marketing misfire, Cracker Barrel issued a contrite statement acknowledging the passionate response from its customer base. “If the last few days have shown us anything, it’s how deeply people care about Cracker Barrel. We’re truly grateful for your heartfelt voices,” the company said. “You’ve also shown us that we could’ve done a better job sharing who we are and who we’ll always be.”
Eating Their Own Cooking
The new dining mandate appears to serve dual purposes: boosting the chain’s own sales numbers while simultaneously cutting travel expenses. It’s a move that literally forces employees to eat their own cooking — perhaps an attempt to ensure staff remains intimately familiar with the customer experience.
But will employees relish the prospect of consecutive meals from the same menu during extended business trips? That remains to be seen. While Cracker Barrel offers a variety of comfort food options, from breakfast platters to meatloaf dinners, the policy could potentially limit dining choices for traveling staff.
Industry analysts might view this as yet another sign of financial strain for casual dining chains, which have faced increasing pressure from fast-casual competitors and changing consumer preferences. The post-pandemic restaurant landscape has been particularly challenging, with rising food costs and labor shortages squeezing profit margins.
As Cracker Barrel attempts to navigate these choppy waters, its employees now find themselves not just working for the company, but dining there too — whether they’re hungry for those biscuits or not.
