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 revealed a new text-only logo as part of its brand refresh. The chain launched a fall menu with returning favorites and new comfort dishes. Country artist Jordan Davis will help kick off the update at a New York City event.