Story of the Week (DR):

The Cracker Barrel BS

Cracker Barrel scraps new logo design, keeps 'Old Timer' after listening to customers

Restaurant chain's stock price sank following removal of 'Uncle Herschel' from branding

Uncle Herschel wasn’t just a marketing creation, he was a real person. Born Herschel McCartney, he was the younger brother of Cracker Barrel founder Dan Evins’ mother and served as an early goodwill ambassador for the brand. A salesman for Martha White Flour Company for over three decades, Herschel traveled through rural America, building relationships in small-town general stores — the very kinds of places that inspired Cracker Barrel’s original design and ethos.

When Cracker Barrel introduced its iconic logo in 1969, the old-timer sitting beside the barrel was long thought by fans to be based on Herschel himself, though the company later clarified that this wasn’t the case.

In 2004, the Justice Department (during the George W. Bush administration) sued the chain for discriminating against Black customers. In 2006, they settled a lawsuit involving three of their Illinois restaurants for “discriminatory practices, racially charged language, and inappropriate touching.”

Cracker Barrel’s inconvenient fact: all the customers who loved its old logo had stopped going to the restaurant

Founder Dan Evins

His tone was considerably harsher when it came to defending a January 1991 directive to all the company’s restaurants to fire employees “whose sexual preferences fail to demonstrate normal heterosexual values.” Mr. Evins’s explanation for the edict was that gay people made customers in rural areas uncomfortable. As many as 16 openly or suspected gay employees were promptly fired.

“They actually put a policy like this in writing, which was, and still is, shocking,” David Smith, a spokesman for the Human Rights Campaign.

The New York City Employees Retirement System, which owned more than $6 million of Cracker Barrel shares, led other stock owners in using their votes and other legal means to organize resistance. In March 1991, Mr. Evins apologized and said the policy had been rescinded. But New York and its allies fought until 58 percent of the shareholders in 2002 persuaded Cracker Barrel’s board to vote unanimously to explicitly forbid antigay discrimination in its equal employment policy.

In July 2001, shareholders replaced Evins as CEO with Michael A. Woodhouse, who at the time was serving as the company's chief operating officer. Evins maintained his position as chairman of the board.

Prior to founding the company, Dan worked for Consolidated Oil, a company founded by his grandfather.

Cracker Barrel took down Pride page after rebrand fiasco

Company faced criticism over modernist redesign and support for LGBT causes before stock rebound

The website link for Cracker Barrel’s Pride page, which used to boast that the company was "bringing the porch to Pride," now redirects to its "Culture and Belonging" page.

Cracker Barrel previously sponsored the Nashville Pride Parade in 2024 and unveiled a line of rainbow-colored rocking chairs for Pride month. The company also has an LGBTQ employee resource group called the "LGBTQ+ Alliance," along with groups for veterans and other communities.

Despite claims it's 'too woke,' Cracker Barrel actually has a fraught LGBTQ+ history

Cracker Barrel received a score of zero on the inaugural index in 2002. The chain was criticized in the 1990s for discrimination against gay employees. In 1991, the company adopted a corporate policy stating that any worker who failed to demonstrate "normal heterosexual values" would be fired.

Eleven employees were terminated under the rule, leading to boycotts and protests nationwide. Over time, Cracker Barrel’s HRC score improved, reaching 80 in 2021 after the company took several public pro-LGBTQ stances.

58 percent of the shareholders in 2002 persuaded Cracker Barrel’s board to vote unanimously to explicitly forbid antigay discrimination in its equal employment policy.

Proud Representation: Business Resource Groups: These voluntary, employee-led organizations are open to all employees and provide opportunities to network, develop leadership skills, and serve as cross-functional resources for our teams.

AMPT (Advancing Modern Professionals for Tomorrow) aims to connect and empower modern professionals by promoting a community of inclusive, ambitious, and diverse members that unify through the Cracker Barrel to equip our community and leaders for the future. This BRG provides networking, development, and community outreach opportunities that supplement the professional and personal lives of its members.

The mission of Be Bold is to cultivate and develop Black Leaders within the Cracker Barrel organization utilizing allyship, mentorship, and education to create a path to continued excellence as well as a vibrant and diverse community.

B-Well: Cracker Barrel's Wellness BRG partners with the Benefits Department to improve the employee experience by sponsoring health and wellness activities that nurture employees' physical, emotional, financial, and intellectual well-being. Balance in these areas reduces distractions and allows employees to improve their focus and productivity.

HOLA's mission is to promote Hispanic and Latino culture through hiring, developing, and retaining talent within Cracker Barrel. To create a culture of inclusivity and awareness through community outreach.

LGBTQ+ Alliance: Supporting Home Office and Field employees to bring their whole selves to work while strengthening Cracker Barrel's relationship to the LGBTQ+ community.

NeuroVerse Collective is focused on advocacy and education around Neurodiversity.

Our Veteran's BRG, SERVE, is dedicated to advocating for leadership and development opportunities for its members. We foster an environment of networking and volunteerism while focusing on recruitment, retention, and advancement of Veterans at this company.

Women’s Connect: Our mission & goal is to inspire the women of Cracker Barrel by empowering, educating and engaging to achieve the strategic initiatives of Cracker Barrel.

The anti-DEI purge continues: MM

Fed emphasizes its commitment to 'independence' as Lisa Cook pledges to sue over Trump's 'illegal' firing

White House fires CDC director [Susan Monarez] who says RFK Jr. is ‘weaponizing public health’