Cracker Barrel Removes DEI Web Page, Scrubs Pride References After Logo Backlash
Tennessee chain eliminated DEI roles and removed LGBTQ+ content after uproar over a short-lived rebrand that prompted political backlash and a stock drop
Cracker Barrel Old Country Store said it has dismantled its diversity, equity and inclusion program and removed Pride-related content from its website following a summer branding controversy that drew sharp public and political criticism.
A company spokesperson said Cracker Barrel no longer maintains DEI team-member positions or DEI quotas and that hiring, promotion and rewards are based on skills and performance. The chain also deleted a webpage dedicated to Pride and stripped references to LGBTQ+ employee resource groups, describing the changes as clearing “out-of-date content.”
The retrenchment follows a short-lived rebrand in mid-August that removed the company’s longtime “Uncle Herschel” illustration and the words “Old Country Store” from its logo as executives outlined plans to modernize roughly 660 restaurants. The minimalist logo and proposed redesigns aimed to attract younger diners but prompted swift backlash from longtime patrons and conservative commentators who said the changes abandoned the chain’s nostalgic roots.
The controversy intensified when former President Donald Trump criticized the new look on his social media platform, calling on Cracker Barrel to restore the old logo and saying the company had made a mistake. The criticism cost the company nearly $100 million in market value, according to estimates of the stock’s decline during the episode.
In early September, Cracker Barrel reversed course. The company reinstated the Herschel illustration, shelved broader remodeling plans after testing the new design in four locations and said the familiar elements customers expect would remain in place.
Chief Executive Officer Julie Masino acknowledged missteps in discussions with media, saying the company “could have done a better job” gauging customer attachment to its traditional brand. The chain subsequently refocused public messaging on its core offerings and heritage, posting on social media that customers could still expect staples such as hand-rolled biscuits.
Last week, a 33-second AI-generated video posted to the social platform X showed Mr. Trump digitally inserted into Cracker Barrel’s classic logo, underscoring how political figures and social media amplified the dispute. The company’s restoration of its classic branding and assurances to preserve its traditional identity helped the stock partially recover after the initial selloff.
Analysts and observers said the episode illustrated the risks companies face when altering long-established brand elements, particularly for businesses with a concentrated customer base that prizes nostalgia. Industry commentators compared the fallout to previous consumer-backlash episodes involving brand and cultural issues, noting how political amplification can magnify commercial consequences.
Online design forums and social media users mocked the brief rebrand, while conservative influencers celebrated the reversal as a win for what they called “real America.” Cracker Barrel, founded in 1969 and heavily concentrated in the South and Midwest, has long relied on older and rural customers for much of its revenue.
The company has not announced new branding initiatives since reinstating the classic logo. In its public statements, Cracker Barrel said it is “listening to our guests” and committed to preserving the identity customers expect as it moves forward.
Cracker Barrel’s actions in removing DEI references come amid broader corporate debates about workplace inclusion programs and public-facing diversity commitments. The company did not specify whether the decision to dismantle DEI roles would lead to other organizational changes beyond content removal and the elimination of designated DEI positions. Management said it will continue to hire, evaluate and promote employees on the basis of performance, and that it will honor the traditions that underpin the brand’s customer promise.
As of this month, executives have emphasized operational priorities tied to in-restaurant experience rather than further brand experimentation. Masino has not outlined additional rebranding plans, and the company said it will continue to monitor guest feedback as it determines next steps.