Cracker Barrel removed its diversity, equity, and inclusion (DEI) and Pride webpages after backlash tied to a renewed logo. On 19 August the chain introduced an updated logo as part of its "All the More" campaign to enhance store aesthetics. The new mark uses brown text on a gold background and omits the image of a man beside a barrel. Right-wing critics blamed the minimalist redesign on the company's DEI initiatives and targeted a Pride page that celebrated employees. The site now redirects to a "Culture and Belonging" page that no longer lists employee resource groups or mentions DEI, and the company said the removed content was outdated while noting business resource groups were refocused toward corporate giving and food-related initiatives. DEI has become politically contested by right-wing figures and faced efforts from the Trump administration to eliminate such programs.
Cracker Barrel has removed its diversity, equity, and inclusion (DEI) and Pride webpages amid MAGA backlash to its renewed logo. On 19 August, the southern-style chain introduced its updated logo as part of its "All the More" campaign, which aims to enhance aesthetics in its stores. The chain's logo now features only brown text on a gold background, without the image of a man resting beside a barrel.
However, a large swathe of right-wingers hated the fact that the revamped logo no longer featured the barrel man and took to social media to blame the company's "DEI regime" for the minimalistic redesign. Now, amid the backlash, a Pride page that celebrated diversity in the brand has been reportedly been removed.
The URL now directs to the company's "Culture and Belonging" page, which no longer lists employee resource groups or mentions DEI. A Cracker Barrel spokesperson told CNN the content had been removed due to being outdated. "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brand work, we have recently made updates to the Cracker Barrel website, including adding new content and removing out-of-date content."
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