Conservative activist Robby Starbuck criticized Cracker Barrel's rebranding efforts and corporate policies, claiming the chain is rejecting its traditional customer base.

The logo change accompanies the launch of Cracker Barrel's fall campaign, "All the More," which features a partnership with country music star Jordan Davis and introduces new seasonal menu items. The campaign aims to attract both longtime customers and new diners to the chain's nearly 660 locations across 43 states.

When Cracker Barrel erased its folksy figure, it triggered more than aesthetic complaints. Experts explain the psychological ‘trust contrasts’ that make logos emotional.

“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.”

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

To MAGA, the allure of Cracker Barrel was not its boomer nostalgia, but the enticing gaze of “Uncle Herschel” over the freeway

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.