Cracker Barrel's logo controversy escalates to backlash against its Pride, DEI efforts
US restaurant chain Cracker Barrel has removed its pages on Pride, as well as on diversity, equity, and inclusion (DEI) amid conservative backlash following its controversial logo rebrand, according to media reports.
The webpages that featured the company's Pride efforts and employee resource groups (ERG) that included LGBTQ+ and DEI groups have been removed from the company's website.
Cracker Barrel confirmed to CNN that it removed "out-of-date content" from its website as part of its brand work.
"In connection with the Company's brand work, we have recently made updates to the Cracker Barrel website, including adding new content and removing out-of-date content," the spokesperson told the news outlet.
"Several months ago, the Company also made changes to our Business Resource Groups that now focus all sponsorships or events on our corporate giving initiatives: addressing food insecurity, supporting community needs through food, and reducing food waste."
DEI, logo backlash
The removal of the webpages comes after the company landed in hot water for its logo rebrand that went for a more minimalist image and scrapped the "Old Timer" figure.
Even US President Donald Trump said the American restaurant chain should "admit a mistake" and go back to the old logo.
Cracker Barrel backtracked on the logo refresh but then found itself facing a new backlash after anti-DEI activist Robby Starbuck called out the company for its support of DEI and LGBTQ+ initiatives, like Pride events.
"Cracker Barrel still proudly has their LGBTQ+ and DEI page on their website and they haven't said that they'll end funding for all ages pride events," Starbuck said on X, prior to the company's rcent move. "They don't deserve your money for fixing the logo."
Starbuck has been known to call for boycotts against organisations that continue to support LGBTQ+ and DEI initiatives in workplaces. His efforts have led to changes in DEI policies in organisations such as Harley-Davidson and Toyota.
Following Cracker Barrel's removal of its Pride and DEI pages is a "total victory," according to the activist.
"Our boycott against @CrackerBarrel has resulted in them ending funding for Pride events, removing woke propaganda from their site, changing their ERGs, and changing their logo back," he said on X.
