Cracker Barrel is saying goodbye to its iconic logo and has introduced an "enhanced brand look and feel." What customers are saying about it.

“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.”

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.

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

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.

Steak 'n Shake criticized Cracker Barrel's new logo change, accusing the restaurant chain of abandoning its heritage by removing its 'old-timer' character.

The southern-style restaurant chain has invoked criticism by some who dislike their new logo and business practices.