Cracker Barrel has quietly taken down its Pride page after weeks of consumer criticism tied to its restaurant redesign and public stance on LGBTQ issues. The page, once headlined with the slogan “bringing the porch to Pride,” now redirects to a broader “Culture and Belonging” section of the company’s website.

From Pride Sponsorship to Silent Removal

In past years, Cracker Barrel actively engaged with Pride events:

  • Sponsored the Nashville Pride Parade in 2024

  • Released rainbow-themed rocking chairs for Pride Month

  • Supported an internal LGBTQ+ employee resource group called the “LGBTQ+ Alliance”

However, rising conservative criticism—led by figures such as Robby Starbuck and Chris Rufo—appears to have pushed the company to retreat. The updated page emphasizes inclusivity in general terms:

“At Cracker Barrel, welcoming people has always been at the heart of who we are. When we take care of one another, we are able to take even better care of the people who walk through our doors.”

Cracker Barrel’s History With LGBTQ Issues

Cracker Barrel has a complicated past when it comes to LGBTQ+ inclusion:

  • 1991: Adopted a policy requiring employees to demonstrate “normal heterosexual values,” leading to the firing of 11 staff and nationwide protests.

  • 2002: Received a score of zero on the Human Rights Campaign’s (HRC) Corporate Equality Index.

  • 2014–2019: Took several public stances supporting LGBTQ causes, including removing Duck Dynasty merchandise after homophobic remarks by its star, and banning an anti-gay pastor from hosting an event at its restaurants.

  • 2021: Reached an HRC score of 80 after years of progress toward workplace equality.

The company later clarified that it no longer participates in the HRC Index and has had no affiliation with HRC in recent years.

Rebranding Controversy: Logo and Interiors

The backlash wasn’t only about Pride. Cracker Barrel also faced consumer outrage over its new brand identity:

  • The traditional Americana-inspired interiors were replaced with a minimalist, modernist design.

  • The long-time logo featuring “Uncle Herschel” leaning on a barrel was replaced with a simplified yellow barrel design.

After customer complaints, the company reversed course, confirming that the “Old Timer” logo will remain:

“We thank our guests for sharing your voices and love for Cracker Barrel. We said we would listen, and we have. Our new logo is going away, and our ‘Old Timer’ will remain.”

Stock and Brand Impact

Despite the criticism, Cracker Barrel’s stock has shown resilience, rebounding after the initial backlash. However, the episode illustrates the tightrope brands walk when navigating cultural debates, corporate inclusivity, and consumer expectations.

FAQ – Cracker Barrel, Pride, and Brand Backlash

Why did Cracker Barrel remove its Pride page?
The company quietly redirected the page following backlash over its Pride sponsorships and broader rebranding efforts.

Did Cracker Barrel support LGBTQ causes in the past?
Yes. The chain sponsored Pride events, launched Pride-themed merchandise, and maintained an LGBTQ+ employee resource group.

What is Cracker Barrel’s history with LGBTQ issues?
In the 1990s, it faced boycotts for discriminatory policies. Over the years, it shifted toward inclusivity, improving its HRC equality score before distancing itself from the index.

What happened with Cracker Barrel’s logo redesign?
The company introduced a simplified logo in 2025 but reversed the decision after public backlash, returning to its traditional “Old Timer” branding.

How are consumers reacting?
While the controversies generated negative press, Cracker Barrel’s stock has rebounded, showing that loyal customers remain a strong base despite cultural debates.