A restaurant chain and country store known for its Southern comfort food and antique aesthetics, Cracker Barrel, has unveiled a new logo, sparking backlash from some customers.

On Aug. 19, the Middle Tennessee-based chain announced changes to its logo and menu as part of a campaign titled, "All the More." The rebrand features new and returning menu items, "refreshed" restaurant remodels and an "enhanced brand look and feel," according to a news release.

“We believe in the goodness of country hospitality, a spirit that has always defined us. Our story hasn’t changed,"  said Cracker Barrel Chief Marketing Officer Sarah Moore in a statement. "Our values haven’t changed."

"With ‘All the More,’ we’re honoring our legacy while bringing fresh energy, thoughtful craftsmanship and heartfelt hospitality to our guests this fall."

Here's what to know.

What does the new Cracker Barrel logo look like? Will Kentucky locations be included in the rebrand?

Cracker Barrel has unveiled a new logo.

While the new logo maintains Cracker Barrel’s classic gold and brown color palette, it introduces a cleaner, more minimalistic design.

The updated logo features the restaurant’s name in brown lettering against a golden yellow border, omitting the familiar image of the man seated next to a wooden barrel.

Cracker Barrel has replaced its old logo.

Despite recent online pushback against the renovations, Cracker Barrel CEO Julie Felss Masino said in an Aug. 19 interview on "Good Morning America" that "people like what we're doing," USA TODAY reported.

"Cracker Barrel needs to feel like the Cracker Barrel for today and for tomorrow — the things that you love are still there," she said. "We need people to choose us, and we want people to choose us."

According a news release, the new logo is "now rooted even more closely to the iconic barrel shape and word mark that started it all." The updated visuals will appear across menus and marketing collateral.

Cracker Barrel did not specify whether the rebranding campaign will impact Kentucky and Louisville area stores.

Story continues after photo gallery.

New Cracker Barrel logo draws criticism from some customers, calling it 'brand suicide'

Following the launch of the new design, many Cracker Barrel fans took to social media to express disappointment, with some calling on the chain to change it back.

"I won't go back till you switch the logo to the old one," read another, while one user on X called the change "brand suicide."

"The new rebrand took the feeling away," one person wrote on Cracker Barrel's Instagram. "Cold and sterile."

The rebrand also garnered response from some conservatives, suggesting that the new logo is political.

"WTF is wrong with @CrackerBarrel??!" Donald Trump Jr. said in response to a post on X that implied the logo may be motivated by diversity, equity and inclusion efforts.

Cracker Barrel locations in the Louisville area

2701 Crittenden Drive.
10150 Brookridge Village Boulevard.
1401 Kentucky Mills Drive in Jeffersontown.
275 Brenton Way in Shepherdsville.
11000 Dixie Highway.
1414 East Crystal Drive in La Grange.
1565 Mt. Eden Road in Shelbyville.

Where is Cracker Barrel headquartered?

USA TODAY Network reporter Diana Leyva contributed. Reach Marina Johnson at [email protected].

This article originally appeared on Louisville Courier Journal: Cracker Barrel gets a new logo. Is it 'brand suicide?' The impact on Kentucky stores is unknown