Starbuck argues that Cracker Barrel's logo change is emblematic of the company's years-long shift to the left. (Credit: @RobbyStarbuck/X)

Conservative activist Robby Starbuck criticized Cracker Barrel's rebranding efforts and corporate policies, claiming the chain is rejecting its traditional customer base.

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.

Cracker Barrel is changing its iconic and famous logo for the first time in nearly 50 years. Sadly, the new logo sucks, and is part of a larger trend of corporations ditching their unique qualities and going as broad as possible in order to make the line go up.

Retail restaurant chain that boasts a Southern theme, where patrons can enjoy homestyle food in an old country store atmosphere.

Some social media users criticized the new logo, especially those in conservative circles, including Donald Trump Jr.

A press release from the chain states its new logo is “rooted even more closely” to its iconic barrel shape and name.

Conservative activist Robby Starbuck says Cracker Barrel's logo redesign and progressive endeavors are "brand destruction 101."