URGENT UPDATE: Cracker Barrel has swiftly removed its Pride page from its website following significant backlash over its recent rebranding efforts. The now-defunct link, once promoting the company’s commitment to Pride with the slogan “bringing the porch to Pride,” has been redirected to its “Culture and Belonging” page, where the company states, “At Cracker Barrel, welcoming people has always been at the heart of who we are.”
The decision comes amid growing scrutiny from conservative activists, including prominent figures such as Robby Starbuck and Chris Rufo, voicing concerns over Cracker Barrel’s previous support for LGBTQ+ initiatives. In 2024, the company sponsored the Nashville Pride Parade and launched a line of rainbow-colored rocking chairs to celebrate Pride month.
Cracker Barrel has long maintained an LGBTQ+ employee resource group known as the LGBTQ+ Alliance, and its founder previously served on the Human Rights Campaign’s Business Advisory Council. However, critics argue that HRC pressures corporations to adopt progressive stances, which Cracker Barrel has distanced itself from, stating they “have not participated in the Human Rights Campaign Index or had any affiliation with HRC in several years.”
The company’s history with LGBTQ+ policies has been tumultuous. Cracker Barrel received a score of zero on the inaugural HRC index in 2002 and faced severe criticism in the 1990s for discriminatory practices against gay employees. In a controversial 1991 policy, any staff member who did not adhere to “normal heterosexual values” could be fired, resulting in boycotts and protests across the nation.
Despite its controversial past, Cracker Barrel has made strides in recent years, improving its HRC score to 80 in 2021. Noteworthy actions include removing “Duck Dynasty” merchandise due to the star’s homophobic comments and barring a pastor from hosting an event at one of its 660 locations after he preached derogatory remarks about homosexuals.
The backlash surrounding Cracker Barrel’s rebranding has been significant, as the restaurant chain attempts to modernize its image. The new interior designs, marked by a departure from the traditional Americana aesthetic, have not resonated well with customers. This week, the company announced it would revert to its former logo featuring “Uncle Herschel” in direct response to customer feedback. “We thank your guests for sharing your voices and love for Cracker Barrel,” the restaurant chain stated in a message to FOX Business. “We said we would listen, and we have.”
As the story develops, consumers and LGBTQ+ advocates alike are closely monitoring Cracker Barrel’s next moves in a climate of heightened sensitivity over corporate social responsibility and inclusivity. What happens next could significantly impact the company’s reputation and its relationship with diverse communities. Stay tuned for updates as Cracker Barrel navigates this evolving situation.
