Cracker Barrel's new, simplified logo is drawing criticism from some customers. The chain unveiled a new logo on Tuesday.

Steak 'n Shake criticized Cracker Barrel's new logo change, accusing the restaurant chain of abandoning its heritage by removing its "old-timer" character.

At the heart of the changes was the removal of a man leaning against a barrel and the phrase "old country store" from the restaurant's logo, CNBC's Ali McCadden reports. Right-wing social media voices railed against the update, with one prominent conservative activist saying that the company would "learn that wokeness really doesn't pay."