Cracker Barrel takes down Pride page after backlash

Cracker Barrel has taken down the Pride page from its website as the company faces continued backlash over its attempted rebranding initiatives.

The company’s website previously featured a page that said it was "bringing the porch to Pride," but that link now redirects to its “Culture and Belonging” section, according to a report by Fox Business. The updated page reads, "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.”

The change comes amid scrutiny over the company’s branding moves, which prompted conservative activists online to highlight its past support for LGBTQ causes. Anti-DEI activist Robby Starbuck pointed out on social media that Cracker Barrel has worked with the far-left Human Rights Campaign in the past, funded “all ages” Pride events, and implemented multiple DEI initiatives.

"Cracker Barrel worked with the far left HRC organization and reportedly sponsored HRC events for 10 years. They even brought an HRC representative to their Tennessee HQ to do a pronoun and transgenderism training. We’ve included photos of this in the video. As a reminder, the HRC supports child sex changes and men in women’s bathrooms. They work to normalize/legalize both things and they work to force transgenderism in the workplace," Starbuck posted on X.

The company previously told Fox News that it “has not participated in the Human Rights Campaign Index or had any affiliation with HRC in several years."

Cracker Barrel initially faced criticism after attempting to roll out a new modern logo to replace its traditional branding. The move sparked pushback from both sides of the political aisle online, prompting the company to reverse course.

“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,” the company posted on X Tuesday. “At Cracker Barrel, it’s always been – and always will be – about serving up delicious food, warm welcomes, and the kind of country hospitality that feels like family. As a proud American institution, our 70,000 hardworking employees look forward to welcoming you to our table soon.”