Cracker Barrel Faces Backlash Over Logo Rebranding: Removes Pride and DEI Pages Amid Controversy
Cracker Barrel, a popular US restaurant chain, has faced backlash and controversy over its recent logo rebranding. In response to conservative criticism, the company has removed its Pride and diversity, equity, and inclusion (DEI) webpages from its website. The pages highlighted the company's efforts in supporting LGBTQ+ and DEI groups, including employee resource groups (ERG).
A spokesperson for Cracker Barrel stated that the removal of the webpages was part of the company's brand work, which involved updating content and removing outdated information. The company has shifted its focus to corporate giving initiatives such as addressing food insecurity, supporting community needs through food, and reducing food waste. The decision to remove the Pride and DEI pages followed the controversy surrounding the company's logo rebrand, which received criticism for its minimalist design and removal of the "Old Timer" figure.
The backlash against Cracker Barrel's logo rebrand prompted US President Donald Trump to suggest that the company should revert to its old logo. Anti-DEI activist Robby Starbuck also criticized the company for its continued support of LGBTQ+ and DEI initiatives, calling for a boycott. Starbuck's efforts have influenced changes in DEI policies at other organizations like Harley-Davidson and Toyota.
Following the removal of its Pride and DEI pages, Cracker Barrel has been praised by Starbuck as achieving a "total victory." He commended the company for ending funding for Pride events, removing what he referred to as "woke propaganda" from its site, changing its ERGs, and reverting to its original logo. The company's decision to remove the controversial webpages reflects its response to the ongoing backlash and criticism it has faced.