Cracker Barrel, the Tennessee-based restaurant chain long known for its Southern-style comfort food and iconic rocking chairs, has quietly removed its Pride page from its website following controversy and backlash over its rebranding and cultural initiatives. The company’s former “Culture & Inclusion” webpage, which had included references to its “LGBTQ+ Alliance,” has been renamed “Culture & Belonging.” The updated section highlights the company’s broader values, stating: “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.”
This marked a sharp contrast with the company’s past. In 1991, Cracker Barrel’s official policy stated that employees who did not exhibit “normal heterosexual values” could face termination. Eleven workers were fired under the rule, prompting national protests and years of reputational damage. Over time, the company pivoted toward inclusivity, with high-profile moments such as its 2014 decision to pull Duck Dynasty merchandise after comments made by Phil Robertson on marriage.
The Pride page removal comes on the heels of another controversy—Cracker Barrel’s short-lived rebranding. Earlier this month, the chain introduced a minimalist logo that removed its familiar “Old Timer” figure, while announcing that new dining rooms would be starkly redecorated with fewer nostalgic touches. The rebrand drew swift criticism online and even a rebuke from former President Donald Trump.
