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

Try telling that to the stockholders. Right after the logo change announcement was made, Cracker Barrel’s stock saw a nasty 14% drop, something to the tune of $100 million in value. It’s since recovered a bit (buy the dip, right?), but still has a 9.9% drop over the past five days.