Cracker Barrel is facing renewed criticism as one of its board members, Gilbert Davila, comes under the spotlight for his long history in diversity, equity, and inclusion (DEI) leadership.
The backlash follows the restaurant chain's decision to unveil a new logo and modernized store design, sparking frustration among customers who feel the company is moving away from its traditional roots.
Davila, 61, joined Cracker Barrel's board in July 2020 and is also a top individual shareholder.
He is the president and CEO of DMI Consulting, a firm he founded in 2010 that focuses on multicultural marketing and DEI strategy.
According to FoxBusiness, his corporate biography on the company's website describes the firm as "a leading multicultural marketing, diversity & inclusion and strategy firm in the United States."
Conservative activist Robby Starbuck has been vocal in criticizing Cracker Barrel's recent moves.
In a widely shared video, he questioned Davila's role, saying the board's decision reflects a long-term strategy to prioritize progressive values.
"What qualified him for this board seat? He's owned a DEI consulting and strategy firm for 15 years that focuses on pushing DEI and DEI advertising," Starbuck said.
Meet Gilbert Davila, one of the board members for Cracker Barrel. He’s led a DEI strategy firm since 2010 AND he was a VP working on "Diversity" at Disney. That’s his experience.
— Robby Starbuck (@robbystarbuck) August 21, 2025
He also pushes for DEI in advertisements.
Cracker Barrel is infested with DEI & wokeness. pic.twitter.com/j0ryQskAQk
Cracker Barrel Faces Pushback Over New Logo and Décor
The timing of these criticisms coincides with consumer pushback over the chain's new look.
Cracker Barrel retired its iconic logo featuring a man leaning against a barrel, replacing it with a cleaner design: the company's name in bold black text against a yellow barrel-shaped background.
Restaurants also received a facelift, trading their rustic décor for a sleek, modern atmosphere.
For Starbuck, the changes represent more than cosmetic rebranding. In his 15-minute video, he linked the redesign to what he described as the company's broader embrace of left-leaning cultural positions.
He pointed to Cracker Barrel's participation in LGBTQ Pride events and its hiring policies that prioritize inclusivity as evidence of this shift, TotalNews said.
Davila's professional background adds to the controversy. Before founding DMI Consulting, he spent seven years at The Walt Disney Company, serving as vice president of global diversity and multicultural market development from 2003 to 2010.
His earlier career included senior roles at Sears & Roebuck and Coca-Cola USA. He also co-founded the Alliance for Inclusive and Multicultural Marketing under the Association of National Advertisers.
Starbuck argues that Davila's influence extends beyond Cracker Barrel, saying, "People like him are behind the woke advertising push that we've seen in recent years. And he was also one of the people responsible for DEI at Disney."
Neither Cracker Barrel nor Davila's firm responded to requests for comment.
Originally published on vcpost.com
