The customer base is typically older who like country cooking/food. The "perceived" change removed the older part of the logo, which people interpreted as offending the current customer base, which when similar behavior has happened at other business lately, has not met expectations. . The new CEO came from Taco Bell, and the founder was interviewed and questioned how a Taco Bell CEO understood country cooking?
The country cooking older customers tend to be much more conservative than other customer bases, and then the extrapolation occurred to include "woke" as the action against the older customers. . yes, looking at us!
here's her corporate history:
How I Got Here Julie Masino
So she made the same mistake hundreds of executives make: I did X at my prior company which was very successful, I will do X again at the next company expecting the same success. She made a mistake, quickly owned up to it, changed the logo back, and learned she needs to focus on the actual part of the business which customers like.
not worth my time nor energy beating this horse any deader. .