Cracker Barrel Kitchens in Turmoil as Chain Fights to Win Back Customers
Management flip-flops over reheating meatloaf and biscuit production collide with branding backlash, cutting into traffic and prompting a renewed focus on the kitchen
Cracker Barrel is scrambling to fix its image and win back customers after a string of food-related controversies roiled its kitchens, according to reporting and internal communications reviewed by The Post. The Tennessee-based restaurant chain has faced criticism over frozen biscuits and meatloaf reheating, with management reportedly issuing conflicting instructions that have left kitchen staff uncertain about daily procedures. The upheaval comes as Cracker Barrel seeks to reverse a downturn in traffic and repair a brand perceived by some critics as out of step with its traditional identity.
The restaurant had shifted away from reheating meatloaf in microwaves after baking it the night before, a move that marked a departure from its longstanding practice of serving fresh meatloaf daily. In recent weeks, however, executives again told employees to use microwaves on weekdays while reserving certain days for other preparation methods. The turmoil extends beyond food prep: executives briefly scrapped a new corporate logo that discarded the chain’s familiar “old timer” image, only to abandon that change amid criticism from customers and some employees. One veteran cook recalled directives that meatloaf should be fresh daily, only to hear later that portions could be cold on Mondays through Thursdays. In a public update on the company’s performance, Cracker Barrel staff and customers faced mixed signals about the kitchen’s standards and consistency.
On the latest earnings call, Chief executive Julie Felss Masino acknowledged that the company still has work to do to improve the food quality, saying Cracker Barrel is placing an even bigger emphasis on the kitchen. “We must continue improving our food,” Masino said, according to notes from the call. The Post reported that customer traffic had already declined about 1% in early August and fell 8% after the Aug. 19 logo uproar. The company now projects visits could drop by as much as 7% in fiscal 2026, a signal that brand and product issues remain a key driver of demand. The crisp, Southern-style biscuits have also been a focal point, with staffers telling The Post that the biscuits must be served perfectly or discarded, after a cost-cutting move that shifted production to an earlier day and left some biscuits frozen and reheated. A veteran cook described the directive as a response to waste concerns but noted that the quality impact was tangible for guests.
The corporate chatter around the kitchen gained social-media attention when a TikTok video surfaced last month, showing alleged footage from inside a Cracker Barrel kitchen and prompting questions about meatloaf preparation. The video, which depicted microwaved meatloaf being heated for service, circulated online and contributed to perceptions of inconsistent quality. While Cracker Barrel did not address every detail of the video, the company issued statements emphasizing its commitment to guest satisfaction and to delivering generous portions with the chain’s hallmark hospitality.
As leadership faces the dual challenge of restoring taste and trust, questions about Masino’s tenure have circulated among some staff. Ahead of this week’s earnings call, rumors circulated that Masino could be ousted, fueled by the disappearance of her regular internal video updates for staff companywide. Cracker Barrel denied the rumor, stating that leadership communicates with team members through a variety of channels, including in-person meetings, videos, and emails. The drumbeat of management uncertainty sits against a broader line of criticism tied to branding and identity. Cracker Barrel’s staff and followers have debated whether a 55-year-old brand should be seen as traditional or “woke,” a label that has shown up in media coverage and public discourse as the company grapples with how it is perceived by diverse audiences.
The company’s ongoing efforts to stabilize its kitchen operations come as it seeks to reverse a broader pattern of slower traffic and to restore confidence in its menu, which remains central to Cracker Barrel’s identity. In a market where customers increasingly gravitate toward quick-service models and trend-driven offerings, Cracker Barrel’s challenge is to balance efficiency with the core promise of homestyle, made-from-scratch cooking. Analysts have noted that while Cracker Barrel’s menu has long been a symbol of Southern comfort, execution gaps at the line can quickly undercut guest trust. The latest disclosures suggest management intends to accelerate investments in kitchen training, recipe consistency, and quality controls to prevent repeat issues.
The tension between brand evolution and a nostalgic consumer base underscores Cracker Barrel’s current crossroads. The company has not announced leadership changes, but internal communications and public statements indicate a renewed focus on the kitchen’s role in guest experience. For investors and patrons alike, the next steps hinge on tangible gains in food quality, consistency across locations, and a restoration of trust that can help lift traffic in a competitive restaurant landscape. The news industry’s assessment of Cracker Barrel’s performance will continue to track how the company navigates the line between efficiency-driven cost controls and preserving the culinary standards that defined its early identity.
