Synopsis
Cracker Barrel faced backlash after rebranding efforts and criticism from conservative activists, leading to the removal of its LGBTQ+ Pride page and DEI content. The company cited website updates and a shift towards broader corporate giving initiatives as reasons for the change. This decision sparked polarized reactions, highlighting the challenges of balancing brand identity with evolving social expectations.
AP The Cracker Barrel Old Country Store logo Cracker Barrel Old Country Store has quietly removed its dedicated LGBTQ+ Pride page and related Diversity, Equity, and Inclusion (DEI) content from its website. This move came on the heels of a contentious rebranding effort that saw widespread backlash from both conservative activists and loyal customers, resulting in a rare corporate retreat not only from branding changes but also from previously highlighted social responsibility initiatives.
In the midst of the rebrand fallout, Cracker Barrel quietly removed its Pride page, which previously had promoted its sponsorship of the Nashville Pride Parade and featured rainbow-colored rocking chairs for Pride month.
The website’s link for the page now redirects to the company’s ‘culture and belonging’ site. Spokesperson, in a statement to Fox news, explained that older content was being retired as part of “brand work,” and business resource groups have shifted focus toward corporate giving initiatives, such as addressing food insecurity rather than supporting identity-based communities.
Rebrand backlash and logo controversy Earlier in August 2025, Cracker Barrel attempted to modernize its brand with a new, minimalist logo and restaurant design, replacing its iconic “Old Timer” figure with a plain yellow barrel and streamlined interior aesthetics.
The result was immediate and overwhelming criticism, including from high-profile figures like President Donald Trump, who praised the company’s decision to revert to its classic branding after the public outcry. The stock price reportedly dropped by around 7% following the logo’s rollout but rebounded once the reversal was announced, with the company regaining approximately $100 milli
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