Cracker Barrel's new logo received mixed reactions from netizens, with many comparing it to Quaker Oats' removal of Aunt Jemima from their syrup and pancake mix packaging. For the uninitiated, the US-based restaurant chain revealed its new logo on August 19, 2025. While the original logo featured a man leaning against a barrel, the redesign omits both the man and the barrel, leaving only the company's name on an orange background. View this post on Instagram Instagram PostIn 2020, PepsiCo, the parent company of Quaker Oats, decided to retire the 'Aunt Jemima' brand and products following the 'Black Lives Matter Movement' after many accused the logo, which featured a Black woman, of being based on a racial stereotype. “As we work to make progress toward racial equality through several initiatives, we also must take a hard look at our portfolio of brands and ensure they reflect our values and meet our consumers’ expectations," Quaker Oats said in a statement at the time.According to CNN, Aunt Jemima was reportedly inspired by the song “Old Aunt Jemima” from a minstrel show performer. After the rebranding in 2021, PepsiCo. relaunched the syrup and pancake mix under the new name Pearl Milling Company.Cracker Barrel's redesign has been met with backlash on social media, with many comparing it to the Aunt Jemima controversy, with an X user writing:Chalala🐾🇺🇸 @AZhalalaLINK@ClownWorld_ So, they Aunt Jemima'd Cracker Barrel?Several internet users shared similar opinions, mentioning other companies that rebranded and removed beloved mascots.Charli Huxley @ImKnotTheOneLINKThey were PISSED about Aunt Jemima, Uncle Ben and Cream of Wheat chef (Frank L. White)… and now the Cracker Barrel! Those folks are gonna need a wellness check performed..🤣😂The Conservative Alternative @OldeWorldOrderLINKThey canceled Aunt Jemima, because it was 'racist' against Black people. They canceled the Land-O-Lakes chick, because it was 'racist' against Native Americans. And now they canceled the Cracker Barrel guy? Why? To woke people, EVERYTHING is problematic.RichieBrizz @RichBrizzLINKFirst they came for Aunt Jemima, then the Land O'Lakes Indian, now they yeeted the old white dude & his barrel from the freaking CRACKER BARREL! What's next Uncle Ben has to be a professor?😭 #CrackerBarrel #SaveTheOldMan #SouthernTragedy #ProfessorBenTheCommonVoice @MaxRumbleXLINKFirst Aunt Jemima, then Land O Lakes, now Cracker Barrel, brands keep erasing history while most stay silent. If we don’t speak up now, what’s next? Cultural changes are coming fast, whether we like it or not.Exploring Cracker Barrel's rebrandingOn August 19, the Southern-themed restaurant chain announced that it had gone back to its text-only logo after 48 years, removing the image of the man sitting next to a barrel that had been part of the logo since 1977. According to Fox News, the company said the new logo "is now rooted even more closely to the iconic barrel shape and word mark that started it all.""Anchored in Cracker Barrel’s signature gold and brown tones, the updated visuals will appear across menus and marketing collateral, including the fifth evolution of the brand’s logo, which is now rooted even more closely to the iconic barrel shape and word mark that started it all," the statement added.Furthermore, the company added that the restaurant chain's "farm fresh scrambled eggs and buttermilk biscuits" inspired the "hues of a refreshed color palette" in the new logo. The logo was unveiled as part of the "All the More" campaign, which also features a new menu. The company's executives spoke in brief about the revamp. In a news release, Sarah Moore, the company's chief marketing officer, said the new design stays true to its values and story, adding that the revamp is about "honoring our legacy while bringing fresh energy, thoughtful craftsmanship and heartfelt hospitality to our guests." On August 19, 2025, CEO Julie Felss Masino stressed this point during her interview with Good Morning America, saying:“People like what we're doing. Cracker Barrel needs to feel like the Cracker Barrel for today and for tomorrow — the things that you love are still there. We need people to choose us, and we want people to choose us.”Massino added that the feedback for the rebrand has been "overwhelmingly positive," saying "the buzz is so good, not only from our customers, but from our team."Collin Rugg @CollinRuggLINKNEW: Cracker Barrel reveals new logo, CEO Julie Felss Masino says people love their new rebrand. "Honestly, the feedback's been overwhelmingly positive that people like what we're doing," Masino told GMA while discussing the overall rebrand. This logo is depressing.Cracker Barrel has reportedly enlisted country singer Jordan Davis to promote its "All the More" campaign.