An ongoing attempt by Cracker Barrel Old Country Store to revamp its brand triggered a backlash and unleashed a selloff that wiped out most of the dining chain’s year-to-date stock price gains.

Many on social media, including Donald Trump Jr., criticized the new logo, with some threatening to boycott unless it was changed back. Sensing an opening, the rival chain Steak n’ Shake called the new logo “a cheap effort to gain the approval of trend seekers.”