Cracker Barrel has quietly removed its Pride page from its website following backlash from consumers regarding its rebranding initiatives.
The link that previously led to the Pride page now redirects to a “Cultural and Attribution” section.
“At Cracker Barrel, welcoming everyone is fundamental to who we are. By taking care of each other, we can better support those who come through our doors,” the company stated.
Conservative activists, such as Robbie Starbuck and Chris Luffo, have scrutinized the company for its past support of LGBTQ causes.
In the past, Cracker Barrel sponsored the Nashville Pride Parade in 2024 and introduced a collection of rainbow rocking chairs as part of its Pride Month celebration.
The restaurant also has an LGBTQ employee resource group called the “LGBTQ+ Alliance,” along with other community organizations.
The founder of Cracker Barrel’s LGBTQ group later served on the Human Rights Campaign’s Business Advisory Committee, which is known for its corporate equality index that evaluates companies on LGBTQ workplace policies.
Critics argue that the HRC uses this index as a way to pressure businesses into adopting progressive policies.
Cracker Barrel previously informed media outlets that it had not participated in the Human Rights Campaign Index or partnered with the HRC for several years. The company did not respond to inquiries about the removal of the Pride page.
The restaurant chain received its first index score of zero back in 2002 and faced criticism in the 1990s for discriminatory practices against gay employees.
In 1991, it implemented a corporate policy stating that employees who could not display “normal heterosexual values” could be terminated.
Eleven employees were let go under this policy, sparking boycotts and protests nationwide.
Over the years, Cracker Barrel’s HRC score improved, reaching 80 in 2021 after making various public pro-LGBTQ statements.
In 2014, the company removed “Duck Dynasty” items from shelves after comments by star Phil Robertson were deemed homophobic.
In 2019, the chain barred a pastor from using one of its locations after he made inflammatory remarks about LGBTQ individuals.
Recently, Cracker Barrel faced significant consumer backlash regarding its rebranding and redesign efforts.
The new interior aesthetic moved away from the traditional Americana style that the chain is known for.
The simplified logo replaced an illustration of an old man leaning against a barrel with just the company’s name inside a yellow barrel shape.
This week, however, it was announced that the company would revert to its previous logo featuring Uncle Herschel in response to the criticism.
“We appreciate our guests for expressing their views and their affection for Cracker Barrel,” the chain stated. “We’ve listened, and our new logo will be replaced by the old design. Cracker Barrel will always provide delicious food, warm welcomes, and the kind of country hospitality that feels like family.”
