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.

“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.”

Cracker Barrel has made a surprising move: removing the barrel from their logo. The chain unveiled their new text-only design on August 19th, marking a significant departure from the iconic image of a man resting by a barrel that customers have known since 1977.