In the land of biscuits and gravy, Cracker Barrel, a well-known Southern dining chain, faced quite the political tempest. In 2023, the company tried its hand at showcasing its wokeness by promoting Pride Month with what they called “Rainbow Rockers”—a rainbow-colored rocking chair meant to symbolize inclusivity and celebrate diversity. However, this move stirred more than just their famous sweet tea among their traditional customer base.

The trouble all started when Cracker Barrel decided to lean into progressive politics. The company expressed enthusiasm for inclusivity on social media, inviting everyone to their proverbial table of acceptance. But soon, this was met with a storm of criticism from part of their core customer base, who simply wished for a side of sausage and friendly service without the side of politics. Many saw the revamped rocking chair as a tipping point, not just a piece of furniture but a symbol of underlying cultural battles.

With business bottom lines at stake, Cracker Barrel quietly removed the Pride page from its website following consumer backlash. The company chose to refocus on good food and hospitality. The move back to basics earned a flood of social media support from some, including those who value tradition over trendiness.

Cracker Barrel didn’t stop with just scrubbing their social media presence. They also shifted focus for business resource groups, emphasizing their role in addressing food insecurity and contributing to community needs—acts more directly aligned with their wholesome, family-focused image.

Some see this as a triumph over what they describe as divisive cultural politics, a stance they hope other companies will emulate. For now, Cracker Barrel’s decision to steer clear of the political fray has pacified some critics. It’s back to biscuits and rocking chairs that match the sizzling bacon on the plate, leaving the battle over brands and beliefs out on the sidewalk. Only time will tell if this pivot satisfies customers craving comfort food sans controversy.