Cracker Barrel Removes Pride Page and DEI References Amidst Controversial Logo Rebrand Backlash

Cracker Barrel, the well-known roadside restaurant chain based in Tennessee, has made changes to its online presence this week, following a contentious logo rebrand that drew significant criticism from conservative influencers.

The company removed a dedicated “Pride” webpage and erased references to employee resource groups, including those focused on LGBTQ+ issues and diversity, equity, inclusion, and belonging, from various sections of its website. Previously, these resources were publicly visible as recently as Tuesday, according to an archive review by CNN using the Wayback Machine.

Cracker Barrel’s now-deleted Pride page 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.’” The URL now redirects to the company’s “Culture and Belonging” page, which has been revised to focus more broadly on corporate culture. Notably absent from the updated version are any mentions of employee resource groups.

In response to questions from CNN, a Cracker Barrel spokesperson stated that the website updates were due to the removal of outdated content. The company also noted changes made several months ago to its Business Resource Groups, which now concentrate sponsorships and events on corporate giving initiatives such as addressing food insecurity, supporting community needs through food, and reducing food waste.

The recent website modifications follow a week of intense backlash against Cracker Barrel after the company unveiled a new minimalist logo that omitted its iconic barrel and “Old-Timer” figure. The controversy escalated to the White House when President Donald Trump expressed agreement with critics demanding a return to the original logo on Tuesday. That same day, Cracker Barrel announced it would not proceed with the rebrand.

The website adjustments come after Robby Starbuck, an influential critic of diversity, equity, and inclusion initiatives, shared a screenshot of Cracker Barrel’s “Pride” page on social media. Starbuck expressed disappointment that the chain had yet to cease funding for all-ages pride events.

Following the changes to its website, Starbuck declared “a total victory” on social media. It is worth noting that Cracker Barrel has faced challenges in recovering from the Covid-19 pandemic, with its stock (CBRL) losing more than half its value over the past five years. However, shares experienced a temporary increase earlier this week after the company abandoned its rebrand, only to drop once again on Thursday.