“Cracker Barrel is nostalgia for many, especially customers in the South and Midwest who feel ownership and pride over the brand,” Williams told Fortune. “For a brand that hasn’t changed its logo since 1977, even small changes to a symbol so tied to Americana can feel magnified.”

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Shares of Cracker Barrel Old Country Store plummeted roughly 10% on Thursday after the restaurant unveiled its new logo earlier this week as part of a larger brand refresh.

Social media reactions to a logo change for restaurant chain Cracker Barrel had a notable Michigan angle with Hillsdale College.

Cracker Barrel was the only place I’d ever stop. No mob fights, a fun corny atmosphere, and delicious food when you’re hungry and tired. I’ll never stop foot in one again. https://t.co/OgozI4fv5F

Former Cracker Barrel employee Steve Smotherman led an LGBT resource group and worked with the Human Rights Campaign to change the restaurant chain's workplace culture.

Social media users slam Cracker Barrel's logo redesign as "horrible" and "generic" while the company defends its rebranding efforts, which include logo and menu changes.