❓WHAT HAPPENED: Cracker Barrel has removed its Pride page from its website following backlash over woke rebranding efforts.
👤WHO WAS INVOLVED: Cracker Barrel, conservative activists, and anti-DEI advocate Robby Starbuck.
📍WHEN & WHERE: Recent updates on Cracker Barrel’s website and statements on social media.
💬KEY QUOTE: “Cracker Barrel worked with the far-left HRC [Human Rights Campaign] organization and reportedly sponsored HRC events for 10 years.” – Robby Starbuck
🎯IMPACT: The company faces ongoing scrutiny and has already reversed some unpopular branding decisions to mitigate public backlash.
Cracker Barrel has removed its Pride-themed page from its website following growing criticism of its recent rebranding efforts. The page, which previously featured the slogan “bringing the porch to Pride,” now redirects users to a general “Culture and Belonging” section.
The updated page states, “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.”
The move comes as the company faces pushback over its branding strategy, including a short-lived attempt to introduce a modernist logo in place of its traditional imagery. The redesign faced swift backlash from both sides of the political aisle, prompting the company to reverse course.
“We thank our guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have. Our new logo is going away and our ‘Old Timer’ will remain,” the company posted on X, referring to the white man leaning on a barrel that the new logo had erased. “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.”
Conservative voices online have criticized Cracker Barrel’s promotion of diversity, equity, and inclusion (DEI) activism, highlighting its past support of LGBT causes. Activist Robby Starbuck accused the company of aligning with the Human Rights Campaign (HRC) and hosting transgender and pronoun training at its Tennessee headquarters.
“Cracker Barrel worked with the far-left HRC organization and reportedly sponsored HRC events for 10 years,” Starbuck wrote on X. “They even brought an HRC representative to their Tennessee HQ to do a pronoun and transgenderism training.”
Cracker Barrel denied ongoing involvement with the HRC, saying it “has not participated in the Human Rights Campaign Index or had any affiliation with HRC in several years.”
The backlash mirrors similar responses to other brands that have adopted woke messaging. For instance, Jaguar saw a dramatic drop in sales after a rebrand featuring non-binary models and a shift away from showcasing newly designed vehicles. In April, the company sold just 49 cars across the European Union (EU) and the United Kingdom.
Bud Light also suffered lasting fallout after partnering with transgender influencer Dylan Mulvaney in 2023. The campaign led to a 27 percent drop in sales and significant damage to the brand’s image.
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