As some of your favorite breakfast restaurants are in danger of shutting down, one of the most iconic fast food joints in the world is discarding its most famous slogan to adapt to the coronavirus pandemic. So, KFC is temporarily getting rid of its popular (and decades-old) “It’s finger lickin good” tagline.
In a statement, KFC, once known as Kentucky Fried Chicken, said the COVID-19 pandemic has forced the chain to find another way to describe the deliciousness of its food.
“We find ourselves in a unique situation—having an iconic slogan that doesn’t quite fit in the current environment,” Catherine Tan-Gillespie, KFC’s global chief marketing officer at KFC, said in a statement, via USA Today. “While we are pausing the use of ‘It’s Finger Lickin’ Good,’ rest assured the food craved by so many people around the world isn’t changing one bit.”
The slogan has been in use for 64 years, but KFC said it simply didn’t sound appropriate in 2020. But have no fear. KFC said it would bring back the slogan in the future “when the time is right.”
Since the beginning of the pandemic in March, the CDC has urged the world’s citizens to focus more on their personal hygiene with extra hand-washing and a lack of face-touching as two major components of keeping themselves safe from the coronavirus. COVID-19 is oftentimes spread through respiratory droplets that emerge from an infected person’s mouth. So, the obvious problem is that if you’re spending all of your time licking your fingers after you finish chowing down on fried chicken and mashed potatoes, you’re not necessarily helping stop the spread of the virus.
Maybe infection via KFC-tinged saliva sounds far-fetched, but according to the BBC, more than 160 people complained to the U.K.’s Advertising Standards Authority about the “It’s finger lickin’ good’ message in a recent television commercial.
While revenue was drastically down at the beginning of the pandemic, CNN reported that “sales at KFC have bounced back sharply in recent months as people crave indulgences during a particularly stressful time in history.”
Read more coronavirus food news:
- Some of your favorite breakfast restaurants are in danger of shutting down
- Here’s how the coronavirus has affected the U.S. nut supply
- Here’s how much more chocolate Americans are eating during the pandemic
- Will buffets and salad bars return after the pandemic is over?
- Belgium needs you to eat as many french fries as possible during the pandemic