Cracker Barrel Quietly Removes LGBTQ+ Pride and DEI Page From Website

Cracker Barrel Old Country Store, a longtime fixture of American roadside dining, has quietly removed its online page devoted to LGBTQ+ Pride and diversity, equity, and inclusion (DEI) efforts. The webpage, which previously detailed the company’s LGBTQ+ Alliance and DEIB Team, now redirects to a more general “Culture and Belonging” section, omitting specific references to LGBTQ+ initiatives and personnel .

This change comes in the wake of significant backlash from conservative activists and customers over a proposed rebranding of the company’s iconic logo—a move that had been criticized as “abandoning tradition” and “catering to the far Left” . The timing of the page removal, coinciding with Cracker Barrel’s announcement that it would retain its original logo, has fueled speculation that the company is responding to mounting external pressures rather than following an internally driven commitment to diversity.

Cracker Barrel’s history with LGBTQ+ inclusion is complex and, at times, fraught. In the early 1990s, the company was widely criticized after it openly fired gay employees, sparking years of protest and shareholder activism that eventually forced Cracker Barrel to implement more inclusive workplace policies . While the company has made efforts to repair its image in recent years—such as forming an LGBTQ+ Alliance, supporting Pride events, and displaying rainbow rocking chairs at select locations—critics say these steps have been met with skepticism from both sides of the political spectrum .

Recently, conservative commentator Robby Starbuck released a widely circulated video accusing Cracker Barrel’s leadership of “infesting” the brand with “left-wing activists” and prioritizing “safe spaces, pronouns and virtue signaling” over what he described as the company’s traditional values. In his critique, Starbuck highlighted Cracker Barrel’s participation in LGBTQ+ Pride events, including Nashville Pride and River City Pride, and the company’s visible support for the Human Rights Campaign .

Until recently, Cracker Barrel’s website included a dedicated Pride and DEI page featuring resources for LGBTQ+ employees, information about the LGBTQ+ Alliance, and profiles of the DEIB Team. That content has now been removed, with the URL redirecting users to a new “Culture and Belonging” page. The new section makes no mention of LGBTQ+ initiatives, and all previous references to the LGBTQ+ Alliance and DEIB Team have been eliminated .

LGBTQ+ advocates have raised concerns that the removal could signal a step back from the company’s commitment to inclusion. “Visibility matters. When companies erase LGBTQ+ initiatives from public view, it sends a troubling message to both customers and employees about whose stories and identities are valued,” said a spokesperson for a national LGBTQ+ advocacy organization .

The removal of the Pride and DEI page followed a surge of criticism from conservative commentators and customers in response to Cracker Barrel’s proposed logo update. The redesign was derided as “lifeless and modern,” with detractors arguing that the company was abandoning its roots in favor of so-called “woke” values . After days of public scrutiny, Cracker Barrel announced it would retain its original logo, with the removal of the LGBTQ+ content occurring around the same time .

Cracker Barrel has not issued a public statement specifically addressing the removal of the Pride and DEI page. The company’s official communications have instead focused on its ongoing commitment to “creating a culture of belonging” but have avoided mention of the LGBTQ+ Alliance or previous initiatives .

Among LGBTQ+ employees and advocates, the response has been one of disappointment and concern. “When companies take public stances on inclusion and then backtrack in the face of backlash, it undermines trust and progress,” said an anonymous Cracker Barrel employee familiar with the company’s former DEIB initiatives .

Online, some customers expressed support for the company’s decision to keep the traditional logo, echoing themes of nostalgia and American heritage. Others, however, noted that the removal of LGBTQ+ content could alienate a generation of diners who value diversity and inclusion in the brands they support .

Cracker Barrel’s move comes amid a broader national debate over the role of corporations in supporting LGBTQ+ rights and other DEI initiatives. In recent years, brands such as Target and Bud Light have faced organized boycotts and public outcry over their inclusion campaigns, with some companies subsequently scaling back their Pride-related marketing or diversity initiatives .

While some businesses have doubled down on inclusion in the face of backlash, others have chosen to retreat, citing the need to balance stakeholder interests and avoid alienating portions of their customer base . Advocates warn that such reversals can have tangible impacts on LGBTQ+ employees, who may feel less supported or safe at work when companies reduce their public commitment to diversity.

As of the time of writing, it remains unclear whether Cracker Barrel plans to restore its LGBTQ+ content or introduce alternative initiatives to support LGBTQ+ employees and customers. The company’s decision will likely continue to attract scrutiny from advocates, allies, and detractors alike.

For many in the LGBTQ+ community, the incident is a reminder of the ongoing challenges facing workplace inclusion and the importance of vigilance, advocacy, and public accountability. “Progress is not a straight line,” said one LGBTQ+ leader. “But visibility and representation matter—especially when they’re under threat” .