BREAKING: Cracker Barrel has just removed its Pride page from its website following significant consumer backlash over its recent rebranding efforts. The page, which previously highlighted the company’s commitment to inclusivity, now redirects visitors to a more general “Culture and Belonging” section.
The decision comes amid intense scrutiny from conservative activists, including prominent figures like Robby Starbuck and Chris Rufo, who have criticized Cracker Barrel’s support for LGBTQ+ causes. In 2024, the chain notably sponsored the Nashville Pride Parade and launched a line of rainbow-hued rocking chairs in celebration of Pride Month.
In a statement, the company emphasized its long-standing commitment to welcoming all guests:
“At Cracker Barrel, welcoming people has always been at the heart of who we are. When we take care of one another, we are able to take even better care of the people who walk through our doors.”
However, the backlash over its branding changes has been overwhelming, compelling the company to reevaluate its public image.
Cracker Barrel has a complex history regarding LGBTQ+ rights. The company founded the LGBTQ+ Alliance and employed members who participated in the Human Rights Campaign’s Business Advisory Council, a group known for its Corporate Equality Index, which evaluates corporate policies on LGBTQ+ inclusivity. Despite this, Cracker Barrel distanced itself from the index, stating it has not been affiliated with HRC for several years.
The company faced severe criticism in the 1990s when it enforced a policy that led to the termination of employees who did not conform to “normal heterosexual values.” This resulted in national boycotts and protests. Over the years, however, the chain made strides toward improving its reputation, achieving a score of 80 on the HRC index in 2021, following a series of pro-LGBTQ+ positions.
This week, Cracker Barrel also responded to consumer outrage over its new restaurant designs, which shifted from a nostalgic Americana theme to a modern aesthetic. The chain announced it would revert to its traditional logo featuring “Uncle Herschel” after customers voiced their dissatisfaction. The company stated,
“We thank your guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have.”
As Cracker Barrel navigates this tumultuous period, the implications for its brand identity and customer loyalty are significant. The removal of the Pride page is not just a corporate decision; it showcases the challenges companies face in balancing diverse consumer expectations with their branding strategies.
Looking ahead, Cracker Barrel’s next steps will be crucial in either mending or further straining its relationship with various communities. The company’s ability to navigate consumer sentiment will likely be closely monitored in the coming weeks.
Stay tuned for more updates as this story develops.
