The first change of Cracker Barrel brand in almost 50 years turned against him. The actions of the company have lost nearly $ 100 million after introducing a more minimalist look

Cracker Barrel – One of the most emblematic restaurant channels in America, deeply rooted in southern food and hospitality – this week has revealed a new look.

An adjustment to the logo removes the man seated on a chair and relying on a barrel, and the police seem to have changed slightly.

Photo graceful of barrel of cracker

And some people are absolutely indignant, many going so far as to say that its new simplified logo is a barrel signal that woke up.

“Cracker Barrel has not only lost his logo. He lost his soul,” wrote an X user called @ desireamerica4, whose organic section reads

“It is not modernization. It is the extermination of Americana, heat, memory,” she continued. “Congratulations, Cracker Barrel. You are now woken up Barl. No one asked for this.”

Cracker Barrel lost nearly $ 100 million in business on Thursday. The stock rebounded slightly on Friday, up approximately 0.25% in the late afternoon.

Cracker Barrel did not immediately respond to FortuneComment request.

The new logo is part of the recovery plan of the CEO Julie Felss Masino for the restaurant. She said last year, the channel was not “as relevant as we were in the past” and announced its intention to update its menu and restaurants. The new logo is “now rooted even more closely to the emblematic form of the cannon and the brand of words that started everything”, according to society.

“On the surface, it is a modest refreshment. But when a mark is built on tradition, even a small change of design may resemble cultural change, “said Evan Nierman, founder and CEO of the Red Banyan Crisis Communication Company, said Fortune. “He touched a nerve because he challenged what some customers thought they were sacred about Cracker Barrel.”

Is cooling of the barrel Cracker really so important?

The change of brand of Cracker Barrel really touched the sensitive string with certain people, in particular those who subscribe to a lifestyle of Maga. They argue that he gets rid of his inheritance from the deep south and that the brand has become too sterile.

A Tiktok user said satirically with regard to the new Cracker Barrel logo: “I don’t want this awakened shit. What did this logo do?”

Steak N ‘Shake even struck on the change of logo and raised the post X of @ desireamerica4 with a comment in a style imitating the social messages of truth of President Donald Trump: “Fire the CEO! Thank you for your attention to this question!”

While Cracker Barrel “took a rush to modernize and the performance of cultural relevance,” said Mary Delano, Marketing Director of the Moosylvania advertising agency FortuneHe lost his old -fashioned identity.

“This could potentially offend the basic fans of the restaurant, who see the chairs of the chain, comforting food and nostalgia like the elements that make Cracker Barrel feel like at home,” said Delano, who helped put the market emblematic brands like Pink Whitney.

Although the new logo was “more an adjustment than a total overhaul,” said tense Williams, auxiliary instructor in digital marketing at George Washington University and at the University of Florida Centrale, she feels greater because of the political climate in which we are.

“Cracker Barrel is nostalgia for many, especially customers from the South and Midwest who feel owners and pride of the brand,” said Williams Fortune. “For a brand that has not changed its logo since 1977, even small changes to a symbol thus linked to Americana can feel amplified.”

Nierman, however, argued that the new Cracker Barrel logo does not erase his inheritance. Rather, he softens his image.

“Cracker Barrel has long looked into a version of Americaa that felt frozen in time,” he said. “This update suggests that the brand finally recognizes that the world around it changes, and it wants to be part of this future.”