BREAKING: Cracker Barrel has just removed its Pride page from its website amid intense consumer backlash regarding its rebranding efforts. The former page, which celebrated the company’s support for LGBTQ+ initiatives, now redirects to a more generic “Culture and Belonging” page, raising concerns among advocates and customers alike.
The company, known for its homey restaurant experience, has faced scrutiny from conservative activists such as Robby Starbuck and Chris Rufo over its past affiliations with LGBTQ+ causes. Cracker Barrel had previously sponsored the Nashville Pride Parade in 2024 and introduced a line of rainbow-colored rocking chairs to honor Pride month. This abrupt change in direction has led many to question the company’s commitment to inclusivity.
In a statement, Cracker Barrel emphasized that “welcoming people has always been at the heart of who we are.” However, critics argue that the recent decision reflects a significant shift in the company’s approach to LGBTQ+ issues. The chain also hosts an employee resource group called the LGBTQ+ Alliance, indicative of its historical support for the community.
The removal of the Pride page follows public outcry over the company’s recent rebranding efforts, which sought to modernize its image by abandoning its classic Americana aesthetic. The new design included a simplified logo that faced immediate criticism, prompting Cracker Barrel to announce a return to its former logo featuring “Uncle Herschel.”
Despite improvements in its Corporate Equality Index scores, Cracker Barrel has a complicated history with LGBTQ+ policies. In 2002, it received a score of zero from the Human Rights Campaign (HRC), following a controversial corporate policy that led to the firing of employees who did not conform to “normal heterosexual values.” Over the years, the company’s HRC score improved significantly, reaching 80 in 2021 after several pro-LGBTQ+ actions, including the removal of “Duck Dynasty” merchandise in 2014 due to homophobic remarks from its star.
The company’s recent changes have sparked widespread discussion on social media, with many expressing disappointment over the perceived retreat from progressive values. Cracker Barrel has faced not only backlash from conservatives but also from LGBTQ+ advocates who feel betrayed by these latest developments.
As this story unfolds, consumers are left questioning what the future holds for Cracker Barrel’s brand and its commitment to inclusivity. Will the company be able to reconcile its past with the evolving expectations of its diverse customer base?
For now, Cracker Barrel’s actions signal a significant pivot in its branding strategy and raise important questions about the intersection of business, identity, and community values. Stay tuned for more updates as this situation develops.
