The slide in Cracker Barrel Old Country Store Inc.’s shares deepened on Thursday as a conservative backlash to the restaurant chain’s logo change intensified across social media.

Cracker Barrel shares dropped 10% after unveiling a new logo and brand refresh, sparking investor and customer backlash over the company’s modernization strategy.

Cracker Barrel is saying goodbye to its iconic logo and has introduced an "enhanced brand look and feel." Why some are not happy about it.