Cracker Barrel Removes Pride and DEI Pages After Logo Backlash

Cracker Barrel is making more changes in the wake of its controversial logo rebrand. The Tennessee-based restaurant chain has now removed its online Pride page and scrubbed references to employee resource groups, including its LGBTQ+ Alliance and Diversity, Equity, Inclusion and Belonging team, from its website.

Previously, the Pride page stated, “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 message is no longer visible. The URL now redirects to the company’s “Culture and Belonging” page, which has also been revised to speak broadly about workplace culture without listing employee groups.

In a statement to CNN, Cracker Barrel said the updates reflect the removal of outdated material tied to ongoing brand changes. “Several months ago, the Company also made changes to our Business Resource Groups that now focus all sponsorships or events on our corporate giving initiatives: addressing food insecurity, supporting community needs through food, and reducing food waste,” a spokesperson said.

The timing of the changes comes amid days of backlash to the company’s minimalist logo redesign, which dropped its iconic barrel and “Old-Timer” figure. That rebrand was met with strong opposition from right-wing influencers and even drew comments from President Donald Trump, who urged the company to revert to its old logo. Cracker Barrel announced the same day that it would not move forward with the new design.

The latest controversy escalated after conservative influencer Robby Starbuck highlighted the company’s Pride page on social media, criticizing Cracker Barrel for maintaining LGBTQ+ and DEI initiatives. After the website changes were made, Starbuck declared “a total victory.”

The developments underscore how corporate branding and diversity efforts remain flashpoints in ongoing culture wars, placing companies like Cracker Barrel in the middle of heated political debates.

Explore: NBCPalmSprings.com, where we are connecting the Valley.