What’s cooking at Cracker Barrel? After a public outcry led to a logo rebrand reversal, the company quietly made even bigger changes. DEI and Pride content has vanished from their website. Was this a strategic move or a reaction to pressure? Dive into the details and decide for yourself!
Cracker Barrel has recently been at the center of a significant corporate controversy, not only reversing a planned logo rebrand but also subtly altering its online presence by removing dedicated Diversity, Equity, and Inclusion (DEI) and Pride-related content from its official website. This move follows an intense public outcry, primarily from right-wing influencers, who vocalized strong opposition to the company’s initial modernization efforts.
The initial spark for this Cracker Barrel controversy was the company’s announcement of a simplified, minimalist logo. This proposed design intended to replace the iconic image of an older man next to a barrel and the “Old Country Store” moniker, a symbol deeply ingrained in the brand’s identity. However, this modernization plan quickly met with widespread disapproval, leading to a vocal social media backlash.
Faced with mounting pressure and a torrent of criticism, Cracker Barrel swiftly announced its decision to abandon the corporate branding reversal. The right-wing influence on this decision was undeniable, reaching a peak when former President Donald Trump publicly weighed in, agreeing that the company should revert to its traditional logo, further amplifying the sentiment against the rebrand.
In the wake of the logo reversal, reports emerged detailing Cracker Barrel’s quiet removal of key DEI policy changes content from its website. Specifically, a dedicated “Pride page” and references to employee resource groups, including LGBTQ+ and Diversity, Equity, Inclusion, and Belonging initiatives, were scrubbed from various sections, according to reviews of archived web pages.
The former “Pride page” URL now redirects visitors to a revised “Culture and Belonging” section. This updated page, while discussing company culture broadly, conspicuously omits any mention of the previously visible employee resource groups. This strategic deletion of Pride content underscores a broader reevaluation of the company’s public stance on diversity initiatives.
A spokesperson for Cracker Barrel confirmed the website updates to media outlets, attributing them to the removal of “out-of-date content” as part of a larger corporate branding reversal. The statement also indicated a shift in the focus of Business Resource Groups towards corporate giving initiatives centered on addressing food insecurity, supporting community needs, and reducing food waste, signaling a redirection of their social responsibility efforts.
These significant branding and content decisions occur as the restaurant industry news outlet faces considerable financial challenges. Since the COVID-19 pandemic, Cracker Barrel’s stock has lost more than half its value over the past five years. While shares briefly ticked up after the logo rebrand was scrapped, they subsequently dropped again, illustrating the precarious financial tightrope the company is walking amidst these public relations events.
The rapid succession of the logo controversy and the quiet removal of DEI policy changes highlight the complex intersection of corporate identity, consumer sentiment, and political influence in today’s digital landscape. Cracker Barrel’s actions demonstrate a company navigating intense scrutiny and attempting to appease a vocal segment of its customer base, while potentially alienating others, as it strives for financial recovery and brand stability.
