“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 announced Tuesday it would revert to its original logo and overall-clad mascot just hours after President Donald Trump weighed in on the controversy in a social media post. “Cracker Barrel should go back to the old logo,