Cracker Barrel has quietly scrubbed mentions of LGBTQ+ Pride and Diversity, Equity, and Inclusion (DEI) from its website, days after reversing a rebranding effort that triggered intense backlash from right-wing influencers.
Until recently, the Tennessee-based restaurant chain featured a dedicated Pride page. According to archived versions, it read: “On behalf of Cracker Barrel’s LGBTQ+ Alliance & DEIB Team, we want to celebrate YOU for being YOU. It is our greatest mission to ensure that pleasing people means ‘all people.’” That page, along with references to employee resource groups, including LGBTQ+ Alliance and DEIB, has been removed. The link now redirects to a broader “Culture and Belonging” page, which no longer lists those groups.
A company spokesperson told CNN that the updates reflect removal of outdated content during ongoing brand work. Previously, the company had reorganized its Business Resource Groups to focus on community initiatives like addressing food insecurity and reducing food waste.
Backstory: Logo Rebrand Ignites Culture War
Cracker Barrel ignited controversy last week by unveiling a minimalist logo, jettisoning its iconic “Old Timer” character sitting by a barrel. The modernized redesign triggered a wave of criticism from figures including Robby Starbuck and Chris Rufo, who framed it as a sign of the chain becoming “woke.” The backlash peaked when former President Trump weighed in, urging Cracker Barrel to revert to the original design.
On the same day, the company announced it would abandon the new logo and return to the familiar old branding. Shortly after, the Pride and DEI content vanished.
Right-Wing Activism Meets Corporate Retreat
Anti-DEI influencer Robby Starbuck posted a screenshot of the Pride page online, denouncing the company’s continued support for LGBTQ+ and DEI initiatives even amid the rebrand. After Cracker Barrel removed the page, Starbuck crowed about a “total victory,” posting on social media that “they don’t deserve your money for fixing the logo.”
Meanwhile, legal pressure is mounting from America First Legal, a conservative nonprofit. The group alleges the company’s DEI programs violate civil rights laws, citing references to LGBTQ+ and ethnic inclusion programs on the website. They’ve filed complaints with state and federal authorities.
Cracker Barrel’s Shifting Public Persona
The chain’s abrupt erasure of inclusivity content comes amid mounting concern over its public identity and internal culture. Cracker Barrel’s DEI journey has been rocky—from firing gay employees under a “heterosexual-only” policy in the early 1990s to later earning an 80-point rating on the Human Rights Campaign’s Corporate Equality Index.
Company leadership has emphasized a strategy of broad-based cultural outreach. Its revised “Culture and Belonging” page introduces “The Hershel Way”—a reference to the Old Timer mascot, as the guiding principle of hospitality, warmth, and belonging.
Broader Implications for the LGBTQ+ Community
For queer diners and employees, Cracker Barrel’s retreat represents a palpable loss. The Pride page and LGBTQ+ Alliance group served as public symbols of welcome and workplace inclusion. Their removal suggests a retreat from that visibility, only reinforcing fears that political controversy can derail progress.
At a time when LGBTQ+ representation in retail spaces remains limited, the decision to remove these affirmations carries outsized weight. It echoes recent moves by other corporations to quietly downplay identity-based connections following backlash.
Financial Fallout and Legacy Challenges
Since the pandemic, Cracker Barrel has grappled with financial strain, its stock value has lost more than half its worth. Shares showed a brief bump following the logo reversal, but also flagging again once the web content changes became public.
Branding experts warn that the cycle of rapid shifts, from removing the brand icon to wiping out inclusion pages, signals volatility to consumers. It risks alienating both conservative and progressive patrons by sending mixed messages about the company’s values.
The Bottom Line
Cracker Barrel’s silent removal of Pride and DEI references shows how rapidly belonging can slip from a brand when ideology and optics collide. What began as a rebranding decision morphed into a moment of political performance, with marginalized communities feeling the ripples. For those who found refuge in the “Pride page,” its deletion is more than a website update, it’s a removal of a message that said they were seen.
In a volatile culture war, Cracker Barrel’s decisions are reminders that corporate inclusion remains precarious, and visibility may depend as much on political tides as compassionate intent.
