For 64 years, KFC touted its ‘Finger Lickin’ Good’ Chicken. Now all of a sudden, the restaurant decided it would suspend that slogan.
I’ll let you in on a little secret: I really like KFC. And I think it’s chicken is “Finger Lickin’ Good.”
In fact, I’ve been on something of a KFC kick lately. I’ve had it several times over the past few months after going years without it. I found a restaurant near me that I’d forgotten was there. And I like it.
The chain announced this week it would suspend that famous slogan. It’s the latest change you can blame on that pesky coronavirus.
They hinted at the change on their YouTube channel:
The YouTube video includes this line: “That thing we always say? Ignore it. For now.”
There’s no word on how long “for now” means.
Pandemic prompts temporary change
“We find ourselves in a unique situation — having an iconic slogan that doesn’t quite fit in the current environment,” a spokesperson told CNN.
Health officials urged people to avoid touching their face with their hands for the past several months. That would include, presumably, not licking your fingers, no matter how good your fried chicken tastes.
Well, I’m not much of a finger licker. I prefer a napkin for such functions. But at the same time, I can’t help but remember that now more than ever before, when I sit down to eat, I’ve first washed my hands thoroughly.
Maybe “finger lickin’ good” does sound a bit off right now. But the decision to suspend a slogan so familiar does come off as a clever marketing ploy.
The BBC pointed out that KFCs closed back in March when the pandemic began. But most, it said, reopened in the months since. That restaurant I visit is open for drive-thru orders only. The dining room remains closed.
I don’t mind that. I’d rather eat at home anyway. (If there’s ever a rare moment that I would be tempted to lick my fingers, I’d prefer to have no audience for such a moment.)
I’m old enough to remember when KFC was only known as Kentucky Fried Chicken. Back in the 1990s, as America embraced a health craze, some committee somewhere decided it should rebrand with just its initials.
News flash: The initials never fooled us. We know that that F stood for. That F, after all, along with those 11 herbs and spices, come together to make the chicken so darn good.
Years ago, KFC became Kentucky Fried Chicken again. (Even though most of their locations still go by initials on their signage.)
We fans know it’s fried. We like it that way. Even if we don’t lick our fingers!