I’m deeply disappointed with Cracker Barrel’s recent corporate logo change and their troubling focus on diversity, equity, and inclusion (DEI). This shift, driven by a board and CEO steeped in DEI-centric ideologies from graduate schools, feels like a betrayal of the company’s loyal customers. The iconic logo, a symbol of Southern hospitality for nearly five decades, was replaced with a bland, text-only design that strips away the nostalgic charm Cracker Barrel built since 1969. Worse, the company’s leadership seems out of touch, pushing a DEI agenda that alienates its core audience. As conservative activist Robby Starbuck revealed, this isn’t just about a logo—it’s a deeper cultural shift threatening the chain’s identity. CBS News Fox Business
DEI Agenda Undermines Tradition
Cracker Barrel’s leadership, including board member Gilbert Davila, a former Disney diversity executive, has embraced DEI policies that clash with the chain’s traditional values. Starbuck’s exposé highlighted how the company’s involvement with organizations like the Human Rights Campaign has fueled a progressive overhaul, from pride events to inclusive hiring practices. This isn’t what Cracker Barrel’s customers—many of whom cherish its old-school Americana—signed up for. The new logo, unveiled in August 2025, removes “Uncle Herschel,” a beloved figure evoking simpler times. Meanwhile, the company’s $700 million rebrand, including modernized interiors, feels like a rejection of the rustic charm that defined it. CNN Business Fox News
Stock Plunge Signals Customer Revolt
The fallout from Cracker Barrel’s DEI-driven rebrand is undeniable. On August 21, 2025, the company’s stock plummeted 7%, erasing nearly $100 million in market value in a single day. This wasn’t just a market hiccup—it was a clear message from investors and customers alike. Social media erupted with criticism, with figures like Donald Trump Jr. and Matt Walsh slamming the “generic” and “soulless” logo. Customers feel abandoned, and the stock’s decline reflects their frustration. Yet, CEO Julie Felss Masino’s response—a weak non-apology claiming “we could’ve done a better job”—only deepened the divide. Her insistence that feedback is “overwhelmingly positive” ignores the reality. Reuters The Hill
Leadership’s Disconnect Hurts Loyal Fans
Cracker Barrel’s leadership, shaped by DEI-infused academic environments, seems oblivious to the company’s heartland customer base. The board and CEO have prioritized trendy ideologies over the values that made Cracker Barrel a road-trip staple. Starbuck’s findings exposed a company “infested” with DEI, from rainbow pride rocking chairs to partnerships with progressive groups. This isn’t about inclusivity—it’s about erasing a brand’s heritage. Customers aren’t asking for a sterile, modern Cracker Barrel; they want the nostalgic comfort they’ve loved for decades. The leadership’s failure to understand this is driving loyal fans away. Fox Business Axios
A Call to Reclaim Cracker Barrel
Cracker Barrel’s DEI obsession and logo change are a cautionary tale of corporate missteps. The company’s leadership must listen to its customers, not just progressive activists. Reverting to the original logo and recommitting to its traditional roots could restore trust. The stock crash and social media backlash prove that customers value authenticity over corporate agendas. Will Cracker Barrel’s board and CEO reverse course before they lose their loyal base for good? CNBC Daily Mail
