Cracker Barrel removes DEI and Pride webpages amid MAGA logo backlash

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. 

According to a CNN review of archival tool the Wayback Machine, the old page read: “On behalf of Cracker Barrel’s LGBTQ+ Alliance & DEIB Team, we want to celebrate YOU for being YOU.

“It is our greatest Mission to ensure that Pleasing People means ‘all people.’”

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A Cracker Barrel spokesperson told CNN the content had been removed due to being outdated.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brand work, we have recently made updates to the Cracker Barrel website, including adding new content and removing out-of-date content.” 

They added: “Several months ago, the Company also made changes to our Business Resource Groups that now focus all sponsorships or events on our corporate giving initiatives: addressing food insecurity, supporting community needs through food, and reducing food waste.”

DEI has become a term weaponised by right-wing politicians and pundits, with president Donald Trump’s administration aiming to eliminate such programmes across the government and in the armed services.

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