The rebrand across the chain, which has around 660 branches, removed the likeness of Uncle Herschel, the uncle of brand founder Dan Evins.

Cracker Barrel's push to modernize has sparked fierce criticism, as the restaurant chain is the latest brand to be labeled "woke" by conservativesThe Tennessee-based company, known for its rustic country stores and Southern meals,

For America's big brands, there is little profit in the culture wars: It is simply too easy to lose customers by taking sides in the country's political debates. But as Cracker Barrel is finding out, sometimes those clashes cannot be avoided.

The chain debuted a new logo for the first time in 48 years earlier this week, sparking outrage amongst customers and wiping millions off the company stock after its price tanked,.