August 30, 2025

Cracker Barrel Old Country Store, known for its cozy country vibe, recently stirred up a spicy mix of reactions! The company quietly removed its dedicated LGBTQ+ Pride page and Diversity, Equity, and Inclusion (DEI) content from their website. This sudden move came after a controversial rebranding effort that didn’t go down well with many, including conservative activists and loyal customers. The Pride page once proudly showcased Cracker Barrel's support, featuring sponsorship of the Nashville Pride Parade and rainbow-colored rocking chairs during Pride month. Now, that page redirects to a broader 'culture and belonging' section. A company spokesperson told Fox News, “older content was being retired as part of ‘brand work’,” and they are shifting their focus from identity-based groups to bigger community projects like fighting food insecurity. The drama began in August 2025 when Cracker Barrel tried to modernize its look. The brand replaced its classic "Old Timer" logo with a plain yellow barrel and changed restaurant designs to a more minimalist style. But oh boy, the backlash was fierce! Even former President Donald Trump joined the chorus, praising the company’s decision to go back to its traditional branding. After the artwork change, Cracker Barrel’s stock dipped by about 7%, but bounced back quickly by roughly $100 million in market value once they announced the reversal. Executives were quick to clarify that while small design tweaks might happen, their beloved heritage logo with the character and barrel will stay front and center. Conservative voices like Robby Starbuck and Chris Rufo loudly criticized Cracker Barrel, pointing to its past LGBTQ+ support as “corporate wokeness.” Interestingly, Cracker Barrel had a controversial history, including a 1991 policy demanding employees show “normal heterosexual values,” and a zero rating in 2002 on the Human Rights Campaign’s Corporate Equality Index due to discrimination claims. Since then, they had made efforts for inclusion, like maintaining an "LGBTQ+ Alliance" employee group, though now they say they have no current ties to Human Rights Campaign programs. People’s responses are sharply divided. Some cheer the return to tradition; others lament losing visible support for LGBTQ+ communities. This saga highlights the tricky dance companies face trying to balance brand identity with changing social priorities. So, will Cracker Barrel’s next move win favors or fuel new debates? Only time will tell!

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Tags: Cracker barrel, Lgbtq, Pride, Rebranding, Corporate giving, Conservative backlash,