UPDATE: Cracker Barrel has just removed its Pride page from its website, escalating the tension surrounding its recent rebranding efforts. The link that once celebrated the company’s support for LGBTQ+ communities, stating they were “bringing the porch to Pride,” now redirects to a more general “Culture and Belonging” page. This change comes in response to significant backlash from conservative activists, including notable figures like Robby Starbuck and Chris Rufo.
The company’s decision to eliminate the Pride page reflects a broader struggle within Cracker Barrel as they navigate their brand identity. The removal of the page raises questions about their commitment to LGBTQ+ representation, especially after the chain previously sponsored the Nashville Pride Parade in 2024 and introduced rainbow-colored rocking chairs for Pride Month.
At the heart of Cracker Barrel’s dilemma is its history with LGBTQ+ issues. The restaurant chain has an LGBTQ+ employee resource group called the “LGBTQ+ Alliance,” but critics argue that affiliations with organizations like the Human Rights Campaign (HRC) have attracted scrutiny. The HRC is known for its Corporate Equality Index, which rates companies on their LGBTQ+ workplace policies. Cracker Barrel has distanced itself from HRC, claiming it “has not participated in the Human Rights Campaign Index or had any affiliation with HRC in several years.”
In stark contrast to its previous support, Cracker Barrel received a score of zero on the inaugural HRC index in 2002 and faced intense criticism in the 1990s for discriminatory policies against gay employees. The company’s past included firing workers who did not adhere to “normal heterosexual values,” leading to widespread boycotts and protests. Over time, however, their score improved significantly, reaching 80 in 2021 after taking several public stances in favor of LGBTQ+ rights.
This latest decision comes amid mass consumer outrage regarding a broader rebranding initiative. Cracker Barrel recently redesigned its restaurants, moving away from the iconic Americana aesthetic that has long defined the chain. The new logo, which eliminated the traditional image of “Uncle Herschel,” faced backlash, prompting the company to announce it would revert to its former logo in response to customer feedback.
“We thank our guests for sharing your voices and love for Cracker Barrel,” the company stated in a message to FOX Business. “We said we would listen, and we have. Our new logo is going away, and our ‘Old Timer’ will remain. At Cracker Barrel, it’s always been — and always will be — about serving up delicious food, warm welcomes, and the kind of country hospitality that feels like family.”
Looking ahead, the company’s future actions will be closely monitored as they attempt to balance their brand identity with their consumer base’s expectations. The removal of the Pride page and the recent logo changes are critical moments for Cracker Barrel, revealing the ongoing challenges faced by corporations in navigating social issues while maintaining customer loyalty.
As this story develops, observers will be eager to see how Cracker Barrel continues to respond and whether they will reinstate their previous support for LGBTQ+ events and initiatives. For now, the restaurant chain finds itself at a pivotal crossroads, with significant implications for its brand and reputation.