Cracker Barrel's Marketing Crisis: Resignation of DEI Board Member Gilbert Dávila Signals Change
Cracker Barrel recently faced a marketing crisis when it attempted to change its iconic logo and store designs, resulting in public backlash. The company quickly apologized and reverted to its original look to regain consumer trust. Following this incident, a board member responsible for diversity, equity, and inclusion initiatives, Gilbert Dávila, has resigned from his position. The announcement came after a shareholder vote that re-elected most of the company's board members, including CEO Julie Masino, who faced criticism for the marketing failure. Cracker Barrel expressed gratitude for Dávila's contributions during his five-year tenure on the board.
Prior to Dávila's resignation, proxy advisory firms Institutional Shareholder Services and Glass Lewis had urged shareholders to remove him from the board due to his involvement in the marketing fiasco. Both firms highlighted Dávila's role as a marketing specialist and emphasized the need for change within the company. While CEO Masino was also criticized for the logo change, the focus was on Dávila's faulty marketing expertise. The company faced scrutiny for its shifting diversity and inclusion initiatives, with its webpage dedicated to values undergoing numerous changes over the past two years.
Cracker Barrel's culture and belonging page has undergone multiple revisions, reflecting the company's evolving approach to diversity, equity, and inclusion. Previous iterations of the page included references to unconscious bias, diversity in leadership, and programs aimed at promoting diversity within the company. Despite these efforts, the company's marketing strategies, particularly related to DEI, came under scrutiny from consumers and media outlets. The resignation of Gilbert Dávila marks a significant change within Cracker Barrel's boardroom as the company navigates its response to the marketing crisis and works to rebuild consumer trust.