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.

Conservative activist Robby Starbuck criticized Cracker Barrel's rebranding efforts and corporate policies, claiming the chain is rejecting its traditional customer base.

Florida Congressman Byron Donalds criticized Cracker Barrel's rebranding as "woke" on social media. While some customers expressed disappointment online, others embraced the change. Donalds, a Republican gubernatorial candidate in Florida, previously worked at Cracker Barrel.

Cracker Barrel has been the talk of the town over the last few days, and if their new rebrand has proven anything, it’s that folks love what’s familiar to them. The restaurant chain and gift store, known for serving up country classics with a cozy feel,

Former Cracker Barrel employee Steve Smotherman led an LGBT resource group and worked with the Human Rights Campaign to change the restaurant chain's workplace culture.

“Cracker Barrel is nostalgia for many, especially customers in the South and Midwest who feel ownership and pride over the brand,” Williams told Fortune. “For a brand that hasn’t changed its logo since 1977, even small changes to a symbol so tied to Americana can feel magnified.”

Cracker Barrel’s rebrand was announced earlier this week and boy, are people feeling a certain way.

The peg game has been around since Cracker Barrel opened in 1960, and it has been a staple on their dining tables ever since. It's a fun (screen free!) way for diners to pass the time while they wait for their food. Plus, it's been available in the store for $5 for anyone interested in brushing up on their skills at home.