Cracker Barrel, a staple of Southern dining renowned for its down-home charm, has recently undergone a significant rebranding that has left many of its loyal patrons feeling alienated. At the heart of the controversy is board member Gilbert Davila, 61, who joined the company's board in July 2020 amidst a corporate overhaul. Davila, who is also one of Cracker Barrel's largest individual shareholders, has been facing scrutiny for his influence over strategic decisions that seem to pivot the brand towards a more progressive audience.
Davila's professional background includes a 15-year tenure as the president and CEO of DMI Consulting, which specializes in multicultural marketing, diversity, and inclusion strategies. His appointment coincided with a broader movement among American companies to reassess their brand identities and corporate policies in response to changing societal norms.
Conservative activist Robby Starbuck has been vocal in his criticism, suggesting in a recent video that Davila's expertise in diversity and inclusion is the driving force behind Cracker Barrel's shift. Starbuck's critique extends to the chain's participation in LGBTQ pride events and the implementation of diversity, equity, and inclusion policies in its hiring practices, which he views as a departure from the company's traditional values.
The rebranding includes a new logo, replacing the iconic image of a man leaning on a barrel with a simplified barrel-shaped design and modernized interiors that have removed the familiar rustic decor. These changes have not been well-received, with an outpouring of negative feedback on social media platforms from customers who feel the company has abandoned its roots.
Cracker Barrel's evolution reflects a broader trend in corporate America, where brands are increasingly engaging with social issues and embracing diversity in their marketing strategies. Davila's track record, with previous roles at The Walt Disney Company, Sears & Roebuck Company, and Coca-Cola USA, underscores his influence in shaping these strategies across various industries.
The backlash from Cracker Barrel's customer base raises questions about the balance between modernizing a brand and staying true to its heritage. As companies navigate these waters, the reactions from their audiences can serve as a barometer for the cultural and political climate of the times.
