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.

Hillsdale College in Michigan joined the MAGA pile-on over the restaurant chain's rebrand and critics had thoughts.

Restaurant chain accused of going ‘woke’ and ‘scrapping a beloved American aesthetic’ by simplifying branding to remove folksy southern character from its signage

Cracker Barrel simplified its logo by removing an image of a man in overalls. Steak 'n Shake said this meant Cracker Barrel was erasing its heritage.

Cracker Barrel hosted a pop-up event in Manhattan that included line dancing and live country music as it faces criticism for its new simplified logo design.

Since its debut in 1977, Cracker Barrel's iconic logo has remained the same -- save for a few slight updates. But not anymore.

Right-wing podcaster Charlie Kirk posted an unhinged meme on his X account on Thursday that featured two women in denim as a way to compare them to the new and previous Cracker Barrel logos. Sweeney featured as one, while the other was a taunting image of a woman which has been used by MAGA trolls for the last month. Kirk’s caption read “accurate”.