Cracker Barrel Old Country Store's (NASDAQ:CBRL) effort to modernise its image prompted a sharp market reaction and political backlash this week.
The restaurant chain unveiled a new logo, dropping its long-used image of a man leaning on a barrel for a pared-back yellow silhouette.
Critics, including Donald Trump Jr and Kentucky Senate candidate Nate Morris, condemned the change on social media as a break with tradition.
Shares fell as much as 13% Thursday before closing down 7% at $54.80, with nearly four million shares traded, four times the daily average.