Cracker Barrel restaurants have become a focal point of social discourse following the company's decision to alter its logo and restaurant interiors, aiming at a modern look, as the New York Post reports.

The shift has drawn public attention, primarily centering on board member Gilbert Davila and his influence stemming from a background in diversity-focused roles.

Accusations of Cracker Barrel shifting towards left-leaning values emerged after modifications to the company's branding and design choices. Critics have pointed to these changes as evidence of a radical pivot in the company's traditional values.

Public criticism rolls in

Gilbert Davila, who joined the board of Cracker Barrel in July 2020, finds himself at the center of this controversy. His past involvement in initiatives concentrating on diversity, equity, and inclusion (DEI) is being scrutinized as the business modifications unfold.

Davila holds a significant standing in the company, not only as a board member but as one of the top individual shareholders.

His past experience includes leadership roles with well-known companies where he was integral in forming their DEI strategies, such as The Walt Disney Company and Coca-Cola USA.

Concurrently, criticisms of these changes rose from figures like Robby Starbuck, who attributes the shift in company values to a broader agenda. The critique from Starbuck posits that these actions signal a departure from values commonly equated with middle America.

Redesigning, reshaping identity

The tangible changes at Cracker Barrel are perhaps most visible with the revised logo, which now includes just the name and a yellow barrel-shaped backdrop. This change abandons the company's longstanding iconic branding.

Additionally, the interior design has seen a shift from its traditionally homey, American aesthetic to a more contemporary look, further fueling claims of the company abandoning its roots.

Starbuck's criticism is not limited to Davila's role in the boardroom.

His observations include Cracker Barrel's growing involvement in LGBTQ pride events and the company's more apparent DEI-focused hiring practices.

The role of DEI in corporate decision making

The company's emphasis on inclusivity seems to stem from Davila's leadership, given his role as president and CEO of DMI Consulting since 2010.

His firm specializes in diversity and multicultural marketing strategies, aligning with the path Cracker Barrel appears to be undertaking.

Starbuck questions Davila's qualifications for his board position, suggesting that his background in DEI has influenced corporate decisions leading to the current changes. He alleges that these efforts are emblematic of a broader societal push towards activism within corporate policy.

In a series of comments, Starbuck expressed profound dissatisfaction, accusing such shifts of stripping away traditional cultural values. He states that the current modifications are a result of a “years-long campaign” diverging from middle-America context.

Balancing tradition with modernity

The developments at Cracker Barrel reflect a growing debate regarding the balance between tradition and modernity in corporate branding. For some customers and critics alike, the move signifies a fundamental shift in the company's identity.

As consumers become increasingly conscious of corporations' values and cultural stances, businesses grapple with responding to the diverse expectations of their customer base.

While Cracker Barrel's strategy to align with diverse perspectives could broaden its appeal, it also risks alienating segments of its existing customer base who resonate with the brand's traditional imagery and values.