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’s decision to update its menu, redesign its restaurant interior and change its logo has caused outrage across the country. In particular, company co-founder Jack Lowery fears the changes could disrupt its future.

Try telling that to the stockholders. Right after the logo change announcement was made, Cracker Barrel’s stock saw a nasty 14% drop, something to the tune of $100 million in value. It’s since recovered a bit (buy the dip, right?), but still has a 9.9% drop over the past five days.

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

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.