Cracker Barrel has been working on a wider rebrand for some time. Beyond a new logo, that’s included remodeling its country-style restaurants and retail stores. The company began ramping up this overhaul last year by swapping out older, more antique-filled designs with lighter paint and modern furniture.

Shares of Cracker Barrel Old Country Store plummeted roughly 10% on Thursday after the restaurant unveiled its new logo earlier this week as part of a larger brand refresh.